Year Round Aquatic Fun.
BILLBOARD DESIGN + BRANDING
August 2019
Emphasizing Fun All Year Long.
What was done:
Concept and execution
Visual evolution
Premiere Out of Home design
Photography
Challenge + Solution.
Attendance at The Salvation Army Kroc Center of San Diego’s aquatic center drastically drops during the off-season. Management wanted to promote that the pools remain open year round in order to drive revenue.
The final billboard design of the year was meant to drive sales and promote using the heated pools year round, especially in our sunny San Diego weather. The billboard design had to capture a bright photo of the pool, as well as a noticeable feature of the building. The overall tone of the design had to be fun, welcoming, and straight-forward.
This billboard was executed through Clear Channel Outdoor and was 14' h x 48' w. The design was also later used as a 4’ h x 12’ w banner.
Color Palette.
Bright magenta was combined with playful teal as a complementary color scheme for the typeface.
The light blue used in the geometric background was muted as to not overpower the message, but rather amplify the idea of aquatics and fun.
Typeface.
Fat Frank heavy 65/52, tracking -30, kerned type.
Made to Stand Out.
Colorful Core Values
Brand aspects like the company’s color palette and bubbly typeface were kept in order to maintain the company's playfulness. The bright teal and magenta are there to reflect sunny San Diego, California.
Art Director: Peter Delgado
Designer and Photographer: Yliana Alba
Marketing Director: Glynis Eckert
Social Media Content Creator: Belinda Mendoza