This is a billboard that I designed for a client that was organizing an Expo in Miami. They had been using a different style billboard for their first couple of shows. The guidelines that I was given was to showcase the date, location, logo, URL and photos of the main attractions.

I wanted to use a lot of the brick red. I’ve found that a white billboard doesn’t stand out too well if it is an overcast day. We went through a few versions of this billboard before settling on this one.

I think that it works well in that the first thing you see is the date, then the location of the expo. After that you see the logo, and then maybe if you are driving slow you’ll see the photos that the client insisted on.

If you are stuck in traffic, you might be able to read the URL. This was a battle that I continuously lost. It was decided that the URL should be in all caps at all times. I think that if a URL has multiple words (as this one does) than it should have capital and lowercase letters to let the viewer know when a new word starts. Especially on something that you can only see for a few seconds, like a billboard.

For more info on the overall design look for this client, you can read more here.