Creative Guidelines

“My guide to a poster is that it is an Exclusive Club. That rectangle shape is the Exclusive Club. Everything that gains access to that shape has to justify its existence within that rectangle – so it has to be a member of that Club. Every image that’s on there has to have a reason to exist; every word on that poster has to justify its existence.”

- Trevor Beattie, Creative Director of TBWA

BOLDNESS, BREVITY, and DRAMA are assets to any kind of advertising.




Your advertisement is on the street, therefore KEEP IT SIMPLE

  • The message must be easy to absorb at a single glance.
  • The identity of the advertiser should be immediately clear.

“The poster is finished when you can’t find a single element to remove”
-R. Fleege, Advertising Art Director and Copywriter, Robert Fleege & Partners


Be Legible

  • Use type large enough to be read from a predetermined distance.
  • Match your typeface to your Outdoor Campaign.
  • Overly fat or thin type or that which is super imposed over a complicated background should be avoided.


Color and Contrast

Legible color combinations



visibility in creatives


Clear Product Image

  • An image attracts the eye and quickly conveys an impression.
  • Simple images are easily read.
  • Outdoor advertising is found within the consumer environment; a clear image of the product enables product recognition and therefore, product identification in store.


Brand Must Stand Out


  • Make sure that the relationship between the design and the brand is self evident.
  • Keep a consistency across all your advertising campaigns.
  • Use a font that is easily identifiable with your own individual advertising.
  • Enable quick brand recognition through previous awareness of your campaigns.


Celebrities Attract Attention

Using celebrities can increase consumers’ awareness of the ad, capture their attention and make ads more memorable.


3 reasons to consider celebrity endorsement:

  • celebrity values transfer to brands
  • celebrities establish credibility around brands
  • celebrity involvement brings added interest to the campaigns


Involve the Audience

  • Do more than just advertise. CREATE DIALOGUE NOT MONOLOGUE.
  • Involve the audience so they talk and debate your campaign.
  • Challenge the audience; use intrigue, use humor, be different, be bold.
  • The better the consumer involvement, the less media weight a campaign may need.



  • Understand your marketplace, understand your audience.
  • Post your campaign where your audience will be.