Once the billboards were secured, I started brainstorming possible design ideas. How could we be noticeable and informative to passersby with only seconds to communicate our business value? Eventually, I came up with the “Stand Out” concept. The idea came from my general understanding of the benefit of PR: we help our clients get noticed in crowded markets.
To illustrate our value to our clients, I wanted to show a group of familiar…things, but one of those things would be depicted as enhanced or more appealing. In order to stay familiar and relatable, I used an animal theme in which one of a group a similar animals is amplified. I was fortunate to team up with a talented cartoonist and together drew up a bunch of sketches for possible billboards.
The three winners among all our ideas were the meerkat with stilts, the fish hooks with a slab of meat, and the penguin with a flashy suit. Accompanying the illustrations, of course, would be the “Stand Out” slogan and an area on the side with our company information.