Smart Start is a national brand that provides services and technologies for alcohol-monitoring devices that help people get back on the road safely. With a variety of audiences to appeal to — from law enforcement to individuals going through the system — there were many challenges for their branding. Existing materials were dated, inconsistent, and generic. They struggled to convey the true value that was actually there. Creativibe was hired by Smart Start Michigan to improve the quality of their brand and bring order to their communications as a whole — ensuring they had the necessary tools to compete in their market.

The project involved brand strategy to make things more clear and consistent, while bringing quality to every brand touchpoint. A new brand identity system was created for two locations: Smart Start Michigan, as well as Smart Start Wisconsin. Both incorporating the existing Smart Start logo mark as the base since it is recognizable and valued within the market. Branding included a collection of print and digital collateral: a new brand identity, two websites (for each location), brand style guides, folders, brochures, rack cards, one sheets, trade show booth, coupons, and postcard mailers. As part of the rebrand strategy,  positive and encouraging visuals and language were used (rather than negative or punitive), which proved to resonate well among a diverse range of audiences, including law enforcement, courts, partners, and individuals going through the system.