ATS Traffic is a legacy traffic-safety solutions company with more than 50 years of experience providing innovative products and expertise to municipalities, contractors, and private organizations across Canada and the United States. As a national leader, ATS Traffic helps shape safer streets and smarter infrastructure through equipment, technology, and advisory services.

SALT + COMPANY partnered with ATS Traffic to evolve internal communication practices and strengthen the company’s culture of safety and leadership. Our mandate was to bring evidence-based safety research and human-centred communication strategies into daily operations — connecting the company’s long-standing technical expertise with modern engagement approaches.

Working alongside ATS Traffic, SALT developed the world’s first Vision Zero Advocate Institute, a groundbreaking program dedicated to eliminating road-related fatalities through evidence-based education and partnership. The Institute established new standards for how governments and organizations approach road safety, delivering training and strategic guidance internationally — including in Canada, the U.S., Saudi Arabia, and Sweden.

Through tailored workshops, internal consulting, and global partnership development, SALT helped ATS Traffic articulate its leadership in safety innovation and connect its technical expertise to a broader mission-driven narrative.

The result was an organization — and a brand — positioned not only as a trusted provider of traffic solutions, but as an international advocate for safer communities. SALT’s partnership with ATS Traffic demonstrated how legacy brands can evolve their purpose, amplify their impact, and lead change on a global stage.