🎯 OVERVIEW
Coronado Brewing↗ is a local brewery in San Diego who regularly works with Outfront. They wanted to promote their newest collaboration with sister brand Salty Crew↗, a surf clothing brand. Daniel art directed this project, and Carla and I executed designs for billboards and animated mobile ads.
The Coronado team came in with an idea ready. They had great product shots in the ocean. Overall, they wanted the design to be an homage to the beach and boating culture of San Diego.
client's rough draft
draft #1
💬 FIRST DRAFT + FEEDBACK
While the Coronado team loved the design, Salty Crew gave the feedback that this didn't fit their darker, more muted branding. They also thought the bright turquoise made the environment look more like a pool rather than the ocean, which I agreed with. However, they also asked for the hand to be smaller like their original sketch.
Daniel and I communicated that because people drive past billboards so quickly, you only have a couple seconds to grab attention. We believed that making the hand small would make the design less effective, but that we could provide a version to illustrate the difference.
After seeing the side-by-side comparison during our second call, the Salty Crew team agreed that the large hand was more effective, and chose it for their final board. I then made animated gifs for mobile ads.
client requested edit
my final design
street view
mobile banner
🤔 WHAT I LEARNED
