Client: The institute of advanced Motorists
Agency: Think

Advanced Driving aims to inform on matters of road safety and IAM policy, and also to engage on wider subjects such as new technology, and motoring history. As part of the recent redesign I insisted there be a 10 page photographic cover feature on each issue in a stunning location around the UK. Previously there was a great deal of technical information about the dangers and practicality of driving but nothing about the enjoyment of it. Having these stunning photo features help ‘soften’ the more pedestrian articles about policy & law and have made the publication a great deal more enjoyable to read.