Art/Creative Direction

ATSSA: A Refreshed Visual Identity

American Traffic Safety Services Association

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Challenge

ATSSA needed an identity that felt current while retaining the authority of an established roadway-safety association. It had to speak to contractors, manufacturers, and public-agency professionals, connecting the organization’s technical role with the people whose safety it serves.

Strategy

Kickoff discussions centered on relevance, connection, and advancing roadway safety. Those priorities provided a practical creative filter: preserve trust, make the field recognizable, and express the mission through both professional and human imagery. Brand guidance then translated the direction into repeatable applications.

Creative Approach

The refreshed wordmark and roadway reference provided a direct connection to ATSSA’s field. Photography brought the human purpose of safer roads into the system. The aim was a contemporary, credible expression that could support membership, training, and communications without losing institutional recognition.

My Role

Creative Director, working as part of Hatcher’s team.

Collaborators

Hatcher team, in collaboration with American Traffic Safety Services Association.

The Approach

Insight into ideas.
Ideas into experience.

Define What Must Carry Forward

Use the organization’s mission, audience, and existing recognition to establish the criteria for the refresh. Modernization needed to reinforce credibility.

Connect the Technical and Human

Pair a roadway-informed identity with photography that connects safety practice to people. Maintain an assured tone appropriate to the association and its members.

Make the Identity Usable

Document logo applications and supporting visual choices so the refresh can remain consistent across communications, training, and member-facing materials.

Selected Creative