South Australia Police (SAPOL) engaged Nucleus to revitalise the brand and marketing suite for ‘Fatal 5’—a key road safety initiative highlighting the top five causes of road trauma. The project involved developing a comprehensive messaging and visual framework for use across diverse campaign and communication contexts.
Grounded in the insight that fatal crashes often result from people ignoring basic road rules, the strategy centred on simple but powerful messaging. Instead of traditional imagery, Nucleus used AI-generated visuals—edited and composited to create high-quality, thought-provoking assets that emphasised the seriousness of each offence.
This approach provided SAPOL with a flexible, cost-effective asset suite, including a full image library, collateral templates, messaging frameworks, and a detailed style guide for future use.
