Attitude Shift
Media Design School
Attitude Shift is a gritty brand campaign developed to address motorcycle safety through the lens of behavioural psychology. The project responds to high crash rates among riders by exploring how mindset and decision-making play a critical role in safe riding practices.
Backed by psychological research, the campaign uses a bold visual identity and strategically designed messaging to engage riders and encourage safer behaviours without relying on fear-based tactics.
Roles
Graphic Design
Branding
Illustration
Motion
Year
2024
Project Type
Experimental Project
Rider Psychology Research
As part of the project, I explored the underlying causes of motorcycle crashes, which often include factors such as speeding, reckless riding, and the actions of other motorists. However, one recurring theme stood out: rider attitude.
Diving deeper into this, research such as Understanding Rider Intentions (Tuncliff, 2012) and The Theory of Planned Behaviour (Ajzen, 1991) highlighted how a rider’s mindset significantly influences their decision-making and risk perception. This insight shaped the direction of the campaign, making attitude the central focus for encouraging safer riding behaviours.
Establishing a Brand and Campaign.
The branding for Attitude Shift uses bold, gritty visuals to reflect the raw realities of motorcycle riding. Grunge textures, heavy typography, and a striking yellow palette are designed to grab attention and signal caution.
Skulls and mythological figures like Hermes are used symbolically to challenge the idea of rider invincibility, reminding riders they’re not gods, while still connecting to the visual culture of motorcycling. The campaign also references the term S.Q.U.I.D. (Stupidly Quick, Underdressed, Ignorant, and Dangerous), a label sometimes seen as rebellious or cool by riders with risky attitudes.
Attitude Shift aims to flip this perception, turning the term into a warning, not a badge of honour, and promoting safe riding as the smarter, more respected choice. The logo itself is oriented to mimic the angle of a gear shift lever, symbolising speed paired with control, reinforcing the idea that riding fast and riding responsibly can go hand in hand.
Decals that
Speak.
Towards the end of the project, the concept of offering free tank decals emerged as a way to let riders express themselves while promoting the message of Attitude Shift. These decals, featuring pre-designed graphics, could be applied to motorcycles as personal reminders and visible cues within riding groups. Research suggests that when group leaders adopt safer riding attitudes, it can positively influence the behaviour of others, making these decals both a statement and a subtle tool for encouraging safer riding culture.
Frame by Frame
Experimentation.
As a self-led and experimental project, Attitude Shift gave me the freedom to explore new techniques. I chose to push my motion design skills further by experimenting with frame-by-frame animation. Using Adobe Fresco on the iPad, I created two hand-drawn, vectorised looping animations, adding a raw, expressive layer to the campaign’s visual language.
