American Safety Institute
United States
American Safety Institute has been a market leader in online traffic safety education for over thirty years and services broad audiences across the United States.
As is often the case with large enterprises, ASI developed a successful portfolio of services, yet lacked a unified brand identity. We sought to deliver a branded end-to-end web experience that succinctly showcases their offerings.
Services
Web Design
A/B Design Testing
Identity Systems
Logo Design
We began by developing a digital strategy in which a single website could serve desired audiences more efficiently. Through competitive analysis, we ruled out misleading terminology to drastically simplify their information architecture.
With a new information architecture, we set out to design a more direct e-commerce experience. We proposed three clear, easy-to-understand course categories: Traffic School & Defensive Driving, Driver’s Ed, and Insurance Discount Courses.A new information structure allowed for a more conventional e-commerce funnel where customers search for courses by their respective state.
Before our redesign, ASI’s Driving Lessons could only be booked over the phone. We saw an opportunity for digital transformation in this service area.Now, an online booking system allows potential customers to make appointments based on instructor availability. ASI support staff can confirm bookings, process payments, and send appointment notifications to instructors and new customers alike.
We revamped the existing ASI brand with a new logomark to elevate its reputation and digital presence.
A simpler, more familiar shape and a modern typeface allow the logo to scale across touchpoints and devices.