The visual identity to support a summer ‘Street Safe’ campaign aimed at 14-25 year olds in the most easterly of England’s coastal resorts has been created by Spring.

The Southwold based agency has created the identity for the ‘Don’t Dice with Danger’ drive which has been launched following the loss of a number of young people over the last five years.

Spring’s identity will feature across a range of media including beer mats, websites, postcards, posters and woven wrist bands which will be handed out at next months Latitude Festival.

Six core messages, which will feature on the campaign’s website, include: ‘Look out for your mates’, ‘Know your surroundings’, ‘Steer clear of trouble’, ‘Enjoy your drinks responsibly’, ‘Tell someone before you leave’ and ‘Think about the consequences’.

James Kindred, creative director of Spring designed the identity which was influenced by tattoo artist Ed Hardy.

He said: “Artists like Ed Hardy have experienced a resurgence recently, with the style featuring heavily in popular culture. Singers like Amy Winehouse and Beth Ditto have brought attention to a style and era that was regarded as dated and unfashionable only a few years ago.

“This style, along with a sense of perceptive danger with tattoos in general meant that we had a strong identity that will appeal to the target age group.”

Kindred continued to explain: “The dice image reinforces the campaign’s elements of fun and excitement while providing a reminder of the risks entailed. ‘Dice’ plays on the plural of ‘die’ to provide a strong message to the campaign.”