Always Adventure Safe
Campaign Design
Always Adventure Safe is a statewide outdoor safety campaign for the Utah Office of Tourism built around two unlikely characters—Frank and Morris—a pair of vultures. The campaign uses character-driven storytelling and mildly dark humor to make safety messaging land with an audience that tunes it out everywhere else.
Produced for the Utah Office of Tourism through Love Communications, in partnership with Playfight. As Associate Creative Director, I led concept origination, logomark design, character illustration, and campaign design across a children's activity book, out-of-home, sticker system, apparel, and a full merchandise suite. Creative direction by Julie Comstock.
Safety campaigns fail when they feel like safety campaigns. Utah was calling out for something that would reach outdoor visitors—people who already think they know what they're doing—without lecturing them.
The original concept started darker: a villain whose entire motivation was hoping hikers made bad decisions. Finding the humor in the consequence rather than the warning became the driving force of the campaign. Julie Comstock refined it into two vultures: Frank, sardonic and perpetually disappointed by prepared hikers, and Morris, earnest and quietly rooting for everyone to make it home. The tension between them is the campaign.
Frank and Morris are a comedic duo with a genuine dynamic—one character carries the dark humor, the other carries the heart. Getting that right at the illustration level meant developing a full character system: expressions, poses, reactions, and a visual language that could flex across a children's activity book, stickers, and partner giveaways without losing either character’s style and voice.
The logomark needed to work as a campaign anchor across every scale. Embroidered on a hat, die-cut as a sticker, routed as a prop on set, and stamped on SWAG at Kilby Court. The winged lockup became the visual foundation the rest of the campaign system was built around.
The campaign was designed to live everywhere Utah's outdoor visitors do — roadside billboards, social media, a children's activity book distributed through state parks, and a merchandise suite that included apparel, stickers, hats, and sunscreen packets. Every touchpoint runs through the same character logic: Frank's disappointment is the joke, Morris's optimism is the heart, and the logomark ties it all together.
Print and out-of-home centered on Frank and Morris in standalone comedic moments, with bold, tactical headlines and quippy remarks written from Frank's point of view. The activity book brought both characters into a 12-page saddle-stitched format pairing safety tips with Frank-and-Morris-driven activities: a maze, word search, spot-the-difference, connect-the-dots, coloring pages, and a completion certificate.
Creative Director / Copy: Julie Comstock
Associate Creative Director / Design / Illustration: Jamie Lancaster
Video Production: Playfight
Agency: Love Communications
Client: Utah Office of Tourism