Focus Up

Focus Up is a nonprofit focused on encouraging safe driving habits in teens through a windshield-mounted checklist. When they approached us, they were considering an animated video—but it quickly became clear they needed a stronger foundation.

We worked closely with the founder to establish a clear brand identity inspired by street signs, road signs, and navigational cues, visual systems designed to keep people safe. This concept informed the logo, typography, color palette, and overall brand language.

From there, we designed a simple but engaging landing page that communicates the nonprofit’s mission to students, parents, and supporters. Dashed lines guide users through the page like road markings, while subtle animations—such as passing bicycles or buses—introduce moments of distraction that mirror real driving conditions.

We also conducted competitive research to identify gaps in the nonprofit landscape and shape messaging that clearly differentiated Focus Up.