Assignment Details: For this project, I was asked to create a billboard advertisement for anything of my choosing. I decided to create a fictional promotional campaign for a ski resort called Larry’s Lodge. The goal of the project was to design a large-scale advertisement that could communicate a strong atmosphere and brand identity while still functioning clearly within a public advertising space. I wanted the design to feel nostalgic, energetic, and connected to winter memories and family experiences.
Process Work: The process for this project started with brainstorming the overall feeling and direction I wanted the billboard to communicate. Before designing the actual advertisement, I created a concept map to organize ideas connected to ski resorts, family experiences, travel, adventure, and winter environments. This helped me narrow down the themes I wanted the billboard to focus on such as memories, exploration, outdoor scenery, and family-friendly experiences. I also used the concept map to think through the type of audience the advertisement would appeal to and how the resort branding should feel visually and emotionally. After developing the concept map, I created a mood board focused on the atmosphere and imagery I wanted the design to communicate. I collected references of snowy landscapes, ski resorts, winter nature details, family ski trips, and outdoor environments to guide the visual tone of the project. I wanted the imagery to feel nostalgic, inviting, and connected to memorable winter experiences rather than simply advertising skiing itself. As I moved into the design phase, I experimented with multiple layouts, typography styles, image placements, and branding directions for Larry’s Lodge. The earlier versions focused on testing how the photography, text, and logo would interact together within the composition. I explored different scales of typography and placement of imagery before refining the final direction. Throughout the process, I focused on creating strong visual hierarchy so the billboard would remain bold, readable, and visually engaging when viewed at a large scale.
Final: The final outcome is a promotional billboard for the fictional ski resort Larry’s Lodge. The final design combines photography, typography, and environmental imagery to create a memorable advertisement centered around the phrase “Your Best Memories Start Here.” I used large condensed typography to immediately capture attention while allowing the photography to create an emotional connection with the viewer. The final presentation also includes a mockup showing how the billboard could appear within a public environment and large-scale advertising spaces. These mockups helped visualize the scale of the design and how the advertisement would function when viewed by larger audiences in real-world settings. The project allowed me to explore branding, photography integration, large-format composition, and environmental advertising design within one cohesive campaign concept.