Lamar Advertising
My Role: Print Design, Digital Design, Out-of-Home (OOH) Advertising
Produced for a range of Lamar clients across billboard and transit applications, these designs were developed from client-supplied briefs or original solutions. Each piece was tailored to specific client goals and adapted to the demands of out-of-home formats.
Discovery
Out-of-home designs are processed in seconds by viewers in motion, most often at highway speeds. That constraint shapes every decision: copy must be minimal, hierarchy immediate, and contrast high enough to read across hundreds of feet in varying light conditions. And also, depending on the content, following legal regulations of what can and cannot be advertised as well.
Transit work operates under the same principles but shifts the perspective (literally). Where billboard design accounts for distance and speed within a standard rectangular canvas, transit formats vary widely in shape and layout. They’re often times viewed up close, demanding more intentional design placement and sharper attention to image quality and detail. Physical interruptions in the canvas, such as windows or structural panels, also have to be accounted for to ensure the design reads cohesively around those obstacles.
Execution
Each design moved through revisions with an account executive liaising directly with the client. For clients with established brand guidelines, designs were developed within those parameters while still adhering to the visibility demands of the medium. A recurring challenge was advocating for design decisions that served the medium, guiding clients away from excessive copy or low-contrast choices that would compromise legibility at scale.
