Over the past 14 weeks I have been developing a corporate identity for a new fictional beer label called Gruen. Over three articles I am outlining the process and decisions made while creating this identity.
This is part two – billboard design. “Part One – Beer Label Design” was posted last week and “Part Three – Annual Report Design” will be coming soon.
Below are the briefs of the three projects that we completed at University.
Pitch two beer label designs to the class > the class will vote on the best design for you to pursue > create mock ups of the chosen design.
PART 2. Creative Billboard Design
Pitch two creative billboard designs to the class based on the chosen beer from project one > the class will vote on best billboard design.
Pitch two concepts to the class for the Gruen Brewery annual report design > the class will vote on the best annual report design.
Project 2: Creative Billboard Design
In project one, it was decided based on class votes that I would use the brown beer design rather than the green design. It was now time to move onto the next project… to create two creative billboards.
You are required to produce 2 creative concepts for an advertising campaign which does not rely upon exaggeration, deception or hype. Your aim is to successfully promote Gruen Beer based on objective truth. Produce 2 advertising campaigns for a billboard design.
The campaign will have graphic consistency with the product and must include an image of the product. This may be a photo-realistic rendering or an actual photographic product shot. Each of your campaigns should take a unique approach. The class will then vote on the best design.
As I am also studying Design For Advertising this semester (just finished) and had already done a billboard design recently, this part of the process came quite naturally to me.
The main general rules to remember in billboard design is to keep the copy (text) under 7 words and to ensure the message can be understood within a few seconds… that is all the time you have to read a billboard when traveling on a road at high speeds.
After some brainstorming and sketching I came up with these two creative billboard concepts of which I then put together in Photoshop. The first billboard was based on the fact when you drive along in Australia, you see many ‘watch out for kangaroos’ signs. These signs usually have ‘NEXT 5km’ written underneath them… I took this concept and changed the one kangaroo to two kangaroos reflective of the Gruen Beer brand.
I then added the text “Next Pub in 5km” so that the drivers would stop at the next pub for a Gruen Beer, something that would be needed in the desert… which is subtly in the background.
You may also want to check out some more creative advertising here.
In this billboard I played on the ‘double’ idea again. This time I played on the fact that when you drink alcohol you get double vision and see two of one thing… which also reflects the Gruen brand of two kangaroos. I made the second beer in the billboard blurry to suggest this fact of blurred vision. The white text on the black background makes it very easy to read at a long distance, something which is essential in a billboard design.
90% of my classmates chose billboard number 1 which I also thought was the stronger design… it grabs your attention and makes the unfamiliar, familiar – not only that but it will make the viewer buy the product 5km down the road… which essentially is what advertising is for.
In the next post I will outline the design process behind creating two annual report designs. Subscribe to my article feed so you don’t miss out. As always, constructive criticism and comments are welcome.