RAC Print Reports
RAC Report on Motoring 2023
The challenge was to design a standout front cover as well as page spreads for the RAC Report on Motoring 2023 (print publication), evolving past designs while maintaining brand consistency for a familiar audience of government, stakeholders, partners, media, and the public. The 2023 report focused on 'hot topics' such as the myRAC fuel savings/reminders and the convenience of Service, Maintenance, and Repair (SMR).
The concept highlights the myRAC app’s fuel finder, visualising a 3D-rendered car emerging from a phone held by an RAC patrol, symbolizing easy access to nearby fuel savings. A warm sunset glow reinforces RAC’s brand colours and stress-free motoring.
My final design integrates notifications for fuel finder and service alerts, replacing the 3D car with photographs and hand-drawn illustrations. An illustrated petrol station enhances the foreground, extending to the back cover with a QR code for app download. The sunset gradient was refined to enrich RAC orange, transitioning into soft blue, inspired by the myRAC app branding.
Initial Concepts
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Final Design
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RAC Annual Report 2023
The second print challenge of 2023 was to design a front cover and spreads for the RAC Annual Report 2023 that visually represents what it means to be an RAC member, without explicitly using the word “membership.” The design should highlight patrol assistance, MOTs, and servicing at home, work, or in any weather.
The concept uses film strip-style storytelling to showcase the RAC experience; from breakdown recovery to getting back on the road. RAC imagery tells a visual story of customer interactions, while myRAC notifications emphasize digital touchpoints that enhance support. Genuine customer testimonials add authenticity.
My final design integrates blocked sections flowing into the spreads, symbolizing the building blocks of RAC membership. The layout ensures a seamless narrative, reinforcing RAC’s reliability, service, and support through dynamic visuals and engaging content.
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