Overview

Design a billboard for San Francisco highways to raise awareness of Encord, an AI data development platform for computer vision and multimodal AI teams. With Encord’s recent expansion to San Francisco, the goal was to boost brand visibility in the city through impactful billboard advertising.

The Challenge

Given the complexity of Encord’s platform and the technical nature of AI and machine learning, the main challenges were: 1) Communicating Encord’s value in a simple, clear way, and 2) Capturing drivers’ attention in a brief, high-impact format.

The Process

We began by refining the messaging and tone of voice, then explored visual assets that would complement both. A key consideration was how to engage drivers and leave a memorable impression—whether through humor, surprise, or a clever connection to driving.

Deliverable

While working on the design, I aimed to balance clear brand messaging with elements that would resonate with the audience or even make them laugh. One effective approach was incorporating playful, unexpected visuals related to driving, making the billboard not just informative but also shareable and memorable.