Respect The Water

The RNLI is the charity that saves lives at sea, providing an on-call, 24-hour lifeboat search and rescue service around the UK and Ireland, alongside a seasonal lifeguard service. The campaign required visual and typographic treatments strong enough to cut through in a crowded public-safety landscape and effect real change in behaviour near water. The design combined bold, direct typography with a stripped-back palette to deliver a tone that was serious without being preachy; credible for a charity running round-the-clock rescue operations and reaching the audiences most at risk.