The Finnish Crash Data Institute (Onnettomuustietoinstituutti) works to prevent road accidents in Finland. OTI provides important information that can be used to improve traffic safety at both legislative and practical levels. The institute operates as an independent unit within the Finnish Motor Insurers’ Centre.
The road accidents unit previously known as VALT, wanted to be renamed in order to get rid of confusion. The purpose was to create a strong identity for the unit and to increase both recognizability and credibility. An important part of the project was also to create a visual look that could easily be transformed into communications materials.
The main goal was to keep the appearance of the brand identity in line with the look of the Finnish Motor Insurance Center, but still make it a clearly independent unit.
The challenge in building the brand identity for OTI was the unpleasant matters they deal with. During the project it was decided that matters should be portrayed honestly, without unnecessary cover-up or opposite, excessive dramatization. This alignment is visible particularly well in the produced art-like brand pictures, which show the end result of road accidents.
The photos were taken in collaberation with photographic production company Kuvaamo and photographer Perttu Saksa.