All the Way Home - Campaign Brand Identity

The mock project I was tasked with was an ad campaign targeting a social issue, one that would partner with an existing company. I ended up choosing an anti-drunk driving initiative that would partner with the NFL. The name I came up with, All the Way Home, along with the graphic assets and imagery, were inspired by my research into football plays and playbooks and how they were notated. This makes for a highly adaptable and modular visual system. I ended up generating a bunch of collateral, as well as a brand snapshot.