Out of Home Campaign System
Overview:
Developed a scalable out-of-home campaign system designed to maintain clarity, hierarchy, and brand consistency across a wide range of physical environments, including billboards, transit, and large-scale placements.
The work focused on creating a flexible visual framework that could adapt across formats while preserving readability and impact at varying distances and viewing conditions.
Design Approach:
Approached out-of-home as a systems problem, prioritizing structure, legibility, and repeatability across placements.
Defined layout frameworks adaptable to multiple aspect ratios and sizes
Established clear typographic hierarchy to support fast readability at distance
Designed for constrained viewing conditions, optimizing for speed and clarity
Created a repeatable system to ensure consistency across all executions
System Outputs:
Billboards (static and digital)
Transit and environmental placements
Large-format campaign assets
Cross-channel visual adaptations
Impact:
Enabled consistent messaging across multiple environments and formats
Improved clarity and legibility across large-scale placements
Supported scalable campaign execution across regional and national channels
Role & Context:
Creative & Brand Lead
Led concept development and system design for out-of-home applications, ensuring consistency across placements while aligning with broader brand and campaign strategy.