Analysis and design optimisation have been carried out to find the best suitable design of the collapsible sign post which can minimize the possibility of injuring the passenger in the car during crash impact. The post also needs to be strong enough to withstand the wind load and self-weight. Many different design configurations were analysed and parametrical study was carried out. A couple of designs have been identified to be better in terms of minimizing the acceleration of the car during crash impact. This report discusses the modelling aspects of the finite element analysis and presents the results.