Via a three part series we will start with a recount of the path to production and a look at the design strategy behind this outdoor campaign. In Part 2 we will address design mechanics for outdoor printed media, and conclude with a deeper understanding of designing for the newer medium of outdoor digital media in Part 3. So, stay tuned for those updates in the weeks ahead. Now onto an explanation of the design strategy behind this recently created campaign.

Project Background:

1. Just prior to this project, Sandweiss Koster completed a new corporate mark and positioning for the client
2. A new client website was being built simultaneously by Sandwiess Koster
3. No elemental design or typography standards had been developed to compliment the new identity

Project Scope:

1. Message to be disseminated on both digital and traditional printed billboards of various sizes
2. Design visual message with the flavor of a new radio spot produced by Sandwiess Koster [click here to listen]
3. Let the logo take the visual lead
4. Logo must be presented on white background
5. Research indicated that client was perceived as one of the most expensive in the market, which was not true.
6. Drive potential consumers to website
7. Give serious consideration to clients unique green core brand color
8. Four days from concept to production

Preliminary Design Challenges & Solutions:

Challenge: Motorists have 2 to 4 seconds under normal circumstances to absorb an outdoor marketing message
Solution: Keep visual message clean, short, and bold

Challenge: A fence typically resides in a crowded environment with multiple elements more visually dominant
Solution: Eliminate all visual elements besides client’s product

Challenge: No professional photography from client was available for large format use
Solution: Find appropriate stock images or render illustrations of product in design apps

Challenge: Campaign to be delivered on both digital and printed billboards of various sizes
Solution: Choose simple color palette and create headline that can be stacked

Challenge: Client sells multiple fence products to an extremely wide consumer demographic
Solution: Create 3 simple bulletins instead of 1 allowing for targeted message/placement for product audience

Rough Concept 1 – “Better”

Headlines echoed radio spots – Clean, simple, and easy to read – Fastest concept to execute – Most flexible format for size variations – Displays variety of product using fence as border – Allows for bold background color styling

Rough Concept 2: “Artisan”

Abstract image filtering allows for artistic styling to celebrate the art of fence building – Promotion tackles price issue and counter balances artistic imagery – Fence drives eye to logo – Does not require great photography to execute

Rough Concept 3: “NamePlate”

Mimics closeup of client’s Name Plate attached to all projects – Logo and copy to be 3D rendered like real Name Plate – Reminds consumer why “it just makes sense” – Shows product variety as dominant background pattern

Rough Concept 4: “My Domain”

Name recognition driven – Forces eye to logo – Product presented from “backdoor” perspective – Use extensions to break rectangular boundary of the bulletin to draw attention – Fence style can change to show variety of products

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Client Concept Selection: “Better”

The client favored concepts 1 and 4 then decided to move forward on concept number 1. This decision brought about about a new bundle of design considerations with the addition of color.

Design Considerations and Solutions:

Consideration: What to do with the background color?
Solution: Time was of the essence, stick with a color client was comfortable, brand green like no tomorrow

Consideration: How do you bring Logo to the foreground and make it come out of the page?
Solution: Create more contrast between white square and background, by using dark green outer glow

Consideration: I felt Concept 1 headline font didn’t match the company personality and voice-over, too formal
Solution: Use a more confident font that better represents a square product and craftsmanship, use small caps

Consideration: How do you bring more attention to the headline and web address?
Solution: Create dark-light-dark subtle monochromatic gradient with highlight on the focus area

Consideration: How do you combat perceived price point issues in the marketplace even harder?
Solution: Change headline copy from concept, call out “Better Price” argument consistently across all boards

Challenge: How do you bring attention to the call to action?
Solution: Fence in web address with stroked rectangle, create contrast by filling rectangle with darker green

Challenge: How do you overcome the plainness of design, but still tell the story quick and simple?
Solution: Insert “simple” art element – by adding a tree to the scene, the story is stronger and builds visual depth

I hope you’ve found this post to be helpful in strengthening the thought process behind your future design endeavors. Don’t forget to check back for Part 2 and 3 of this series on “Better Outdoor” where I will address design mechanics for outdoor printed and digital media. Until then, make sure to view your work through the eyes of the audience and design with a purpose.

Be Honest, Be Helpful, Be Interesting, and Always Be Inspiring.

This post was created with the permission of Sandwiess Koster. www.theskway.com
The Image in this post was remixed with permission from the following creators under a Creative Commons license.