IAM RoadSmart
Helping the UK’s Leading Road Safety Charity Drive Forward.
We’ve had the pleasure of working alongside IAM RoadSmart for a number of years, supporting their mission to make the UK’s roads safer through advanced driver and rider training. From engaging video content to refreshed branding and comprehensive print materials, our ongoing partnership has helped evolve and amplify their message across multiple channels.
One of our most recent projects was the complete redesign of the driver and rider handbooks, essential materials used by IAM mentors during on-road training. We handled the typesetting of the entire document, introduced a new colour-coded system for clearer navigation, and created custom illustrations to explain complex interactions in a way that was both accessible and engaging.
These handbooks were produced for both print and digital use, with a responsive, interactive page-turner format that ensures ease of access wherever they’re needed.
Bringing Their Story to Life Through Video
Our collaboration began with a project to produce a series of short films that brought attention to the invaluable work the charity does. The goal was to highlight everything from membership benefits and historical context to their unrivalled expertise in training both private motorists and commercial fleets.
We worked closely with the IAM RoadSmart team to distil their key messages, develop the copywriting, and storyboard the structure of each video. With clarity and engagement top of mind, we opted to place text in-situ throughout real-world road environments, creating a natural and immersive feel for viewers. The result was a collection of versatile and informative videos used across social media, the IAM website, and promotional events.
We started by designing the core page templates in Adobe XD. This allowed us to restructure content, swap out imagery on the fly, and share a working prototype that made feedback fast and easy. The team at Citroemech could review layouts, follow the user journey, and comment directly on the designs.
Once signed off, we moved into development. As standard, we set up a staging environment and completed a clean WordPress install using our go-to theme builder, Avada. From there, we built out templated pages, mobile-friendly layouts and flexible formatting options — ensuring that whatever device someone’s browsing on, they get the same clean, seamless experience.
Since then, our partnership has extended into a variety of seasonal campaigns designed to spotlight IAM RoadSmart’s core services, particularly their advanced driving and riding courses. We’ve also supported their presence at exhibitions with the design of booth backdrops, handouts, and interactive tools such as an online quiz to encourage visitor engagement.
IAM RoadSmart’s “Skills Days” programme introduced a fresh layer to their offering. We created a suite of location-specific logos and emblems to give each event its own identity while keeping everything visually consistent with the parent brand. These assets helped unify the initiative and ensured strong recognition across their growing event calendar.
Although the IAM RoadSmart logo itself remained unchanged, we helped refresh and evolve their visual identity. Drawing on the organic curves already present in the mark, we developed a new brand system inspired by winding roads and natural movement. This was paired with noise-textured colour backgrounds to soften the previously flat palette and introduce a more tactile, grounded feel.
The rebrand was applied across a wide range of materials including flags, ID badges, flyers, presentation decks, A0 posters, clothing and more, all made available to IAM teams and members throughout the UK.
