• Rate This Board By Out of Home Creative

    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 makes recommendations on 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.


    Duluth Trading

    Rating 4 –  Very Good

    • Love the visual tie-in. Simple, to the point out of home with humorous visual and directional.


    • Usually, I would make a logo that has fonts a little hard to read for OOH larger but because the location is low, the advertiser can get away with having their logo this size.

    Several Billboard Insider readers have asked Melody to demonstrate how to improve an ad so she has prepared a before/after visual below.  Her recommendations are shown on the after version.

    • The only reason I rated this a 4 instead of a 5 is because I would have liked to see the man larger, even extended to get people to look and see how it is working with the tagline. The helmet could have been a solid extension and not expensive to print and install.


    • I would have designed the Exit information inside the arrow to be centered; in the original, the text is off balance.


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    1. The Duluth billboard is good, but would be better if the designer completely eliminated: 3″ Longer Longtail T . No one driving by cares why you cannot see the man’s crack, or how many inches must be added to avoid the crack. There would simply be 4 less words, one of them redundant anyway. It would allow making: End-Zone Coverage much larger and easier to digest. Less is more with billboards.

    2. Duluth has always had some clever designs. The extension really works well in this case! Great work, now how do you pitch it to the ad agency? I would love to see a post on how we can all work together to better outdoor ads. No matter how many times I try to nail home the less is more, I end up adding a lot more…