The Sea-to-Sky Highway organization came to Station X expressing their need for a brand identity and a program that encourages people to drive more safely. Rather than using scare tactics, we decided to build on the stunning beauty of the route to positively engage our audience and encourage drivers to enjoy the journey rather than rushing to the destination. We decided to work with artist Michael Schwab to develop representative, iconic images of landmarks along the highway. Building on this work, we also created a rewards program that took shape in form of a mobile app. The app encouraged drivers to take breaks, stop at landmarks, and follow road and speed regulations in order to get rewards with local businesses.