A safety campaign for the National Safe Boating Council and the U.S. Coast Guard.
The message 'It's On You' puts the onus of responsibility for safety on watercraft owners and outdoorspeople while serving as a literal reminder to put on a life jacket before going out on the water.
To connect with the target audience, the primary logo badge draws reference from Boy Scout patches and American nostalgia. The goal was to fold this motif into various lifestyle brand expressions.
