I create brands, campaigns, and digital experiences that help organizations connect with audiences and drive measurable results.
Creative & Digital Strategy Manager • Detroit.
Legends on the River Billboard Campaign
Campaign Design · Outdoor AdvertisingOverview
I collaborated with First Media Group to design a large-format billboard promoting Legends on the River, a fundraising dinner cruise hosted by the Empowerment Zone Coalition (EZC) in celebration of the organization's 30 years of community service. The annual event raises support for EZC's prevention and wellness initiatives while bringing together community leaders, partners, and supporters aboard the Ovation.The project focused on creating a visually impactful outdoor advertisement that could communicate the event within seconds while reinforcing EZC's established brand identity. Designed for a 48' × 14' billboard, the creative balances bold messaging, elegant imagery, and strategic visual hierarchy to maximize visibility at highway speeds.
The Challenge
Designing for outdoor media presents a unique set of constraints. Unlike traditional marketing materials, billboards have only a few seconds to capture attention and communicate key information.
The design needed to:
The design needed to:
- Capture attention from long viewing distances
- Communicate essential event information quickly and clearly
- Showcase the upscale Ovation dinner cruise experience
- Reinforce the Empowerment Zone Coalition's established visual identity
- Balance typography, photography, and branding without overwhelming the viewer
My Role
I led the creative design and layout development for the billboard, including:
- Art Direction
- Outdoor Advertising Design
- Large-Format Layout Design
- Typography & Visual Hierarchy
- Brand Integration
- Print Production Preparation
Design Approach
The design centered around a clear visual hierarchy that guides viewers through the most important information in just a few seconds.
Large, high-contrast typography emphasizes the event name, while the event date and reservation details are positioned for quick readability. A high-resolution image of the Ovation cruise ship immediately communicates the event experience and creates an aspirational focal point for the composition.
To reinforce brand recognition, I incorporated the Empowerment Zone Coalition's signature green color palette throughout the design. A promotional callout highlighting "Live Entertainment & More" was strategically placed to add excitement without competing with the primary messaging.
Multiple layout explorations were developed before arriving at the final composition, refining the balance between imagery, typography, branding, and promotional messaging to ensure maximum readability in a large-format environment.
Large, high-contrast typography emphasizes the event name, while the event date and reservation details are positioned for quick readability. A high-resolution image of the Ovation cruise ship immediately communicates the event experience and creates an aspirational focal point for the composition.
To reinforce brand recognition, I incorporated the Empowerment Zone Coalition's signature green color palette throughout the design. A promotional callout highlighting "Live Entertainment & More" was strategically placed to add excitement without competing with the primary messaging.
Multiple layout explorations were developed before arriving at the final composition, refining the balance between imagery, typography, branding, and promotional messaging to ensure maximum readability in a large-format environment.
Deliverables
Outcome
The final billboard delivers a bold, highly legible advertising piece that effectively promotes Legends on the River while celebrating the Empowerment Zone Coalition's 30-year legacy.
By combining strong typography, compelling photography, and thoughtful brand integration, the design communicates the event quickly and memorably within the limited viewing time of highway audiences. As part of the organization's broader marketing campaign, the billboard helped build awareness for the fundraiser while reinforcing EZC's reputation as a trusted community leader.
By combining strong typography, compelling photography, and thoughtful brand integration, the design communicates the event quickly and memorably within the limited viewing time of highway audiences. As part of the organization's broader marketing campaign, the billboard helped build awareness for the fundraiser while reinforcing EZC's reputation as a trusted community leader.