Billboards are an exciting form of advertising that have held their own in the digital age. The opportunity to position your message in a high traffic spot, and not have to worry about distribution still goes a long way. Not to mention the esteem that comes along with your branding being out there, large and in charge for the world to see.
In designing a billboard campaign there are a few points I think important to keep in mind. First, the scale is completely different from typical advertising. The print will be huge, so details in retouching and letterspacing are important to be precise on-screen. And second, the billboard will generally not be right in front of a person's face, so the layout must be simple, with careful attention focused on bringing out the key element(s) first. The cool, yet challenging aspect to billboards is having a solid design that works for the entire campaign, so that people can recognize the different locations as being part of the same branding. In the series for The Club at White Oaks, I tried to do just that, promote an inclusive fitness club with an image and only a few words, while giving people a sense that there are more pieces to the puzzle.
