American Automobile Association, also known as AAA, is a federation of motor clubs throughout North America. After researching AAA, I found out that a lot of audiences view the current brand of AAA as old and outdated.

Refreshing AAA’s communication and visual identity will reinforce its position as the leader in affordable automobile insurance, travel, and services in the country. The mission is to encourage customers to put their feet on the pedals and prepare for the trip. AAA‘s service will ensure your trip.

The most well-known AAA service is roadside assistance. Therefore, the logotype was designed based on the road concept. The monogram of three lowercase A’s represents automobile wheels. The yellow bar below the three A’s represents the road.

As the main graphic element, the lowercase “a” has great flexibility. It serves as a window, offering customers access to anywhere from AAA when promoting travel services. In promoting car services, “a” accentuates the variety of car services available. The yellow color of the brand is very prominent in the industry. The use of lowercase “a” and yellow color keeps the brand consistent.

By using the same three-column design elements as the logo, I created a three-column website to display rich information with simple execution. My goal is to provide an easy-to-navigate user experience for my audience.

To highlight the uniqueness and professionalism of AAA’s services, an exhibition stand for the brand was designed at the auto show using the brand’s colors and lowercase “a” as graphic elements. I also designed the wayfinding system for the AAA offices, keeping it consistent with the brand’s tone, colors, and large graphics.

The welcome packaging is designed for the new AAA member. It is inspired by the colors of traffic lights. I used traffic light colors to differentiate levels of membership. I also launched a physical magazine with weekly travel guides to allow members to participate in the brand’s road trip concept.