Rate This Board allows a billboard designer to rate a billboard ad using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great).  Then the designer recommends how to improve the ad.  This week’s rating is provided by Melody Roberts, an OBIE nominated billboard designer and founder of Out of Home Creative, an outdoor advertising design firm specializing in out of home design for businesses, agencies, media buyers and out of home companies. Melody has been in the outdoor industry since 1999. Insider uses and endorses her services.

Red Wing Shoes

Rating 3 (average)

Please Note: For all ratings, I don’t know if a client insisted on certain elements or how much experience the designer had with out of home advertising. My recommendations requested by Billboard Insider are solely based on how I would have approached the creative design.

Overall, this is a clean layout with great contrast.   I would have changed two things:

• Eliminate, “3 East Valley Locations” and just put “MESA • PHOENIX • GILBERT” centered under the Left side copy.

• By only listing the locations, that would free up space on the Right to enlarge the logo and move it down because the logo is a little hard to read. I would have added a more significant White stroke around, “Red Wing Shoes,” so the business name could stand out on top of the patterned Red Wing.

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