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Brighter researched, developed and created a new identity for the Motor Accident Commission of South Australia to ensure that the agency improved its brand presentation to a priority audience of road users — ‘at risk’ males between 16 and 39.

The Motor Accident Commission of South Australia is the state’s leader in road safety behaviour change and education, and is dedicated to the safety of all South Australian road users. When the agency’s research showed that a key audience – young men – resisted messages from public authorities, the Motor Accident Commission of South Australia asked Brighter to help.

With an underlying reference to road safety signs, Brighter’s simple, bold identity connected with the target audience. The MAC logo has become the signature of a trusted voice for road safety and is now one of the most recognisable and respected brands in the state.

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