Project information

Brand Awareness Billboards

Having opened four new Rhode Island branches in the last three years, BayCoast Bank was in need of a brand awareness campaign in these new markets. A 2021 brand awareness study showed that BayCoast generated 6% spontaneous awareness in its core footprint. With Providence, Cranston, Bristol, and Little Compton all being new locations for the brand, getting the Rhode Island community familiar with the BayCoast brand was a must for garnering revenue in these areas. To do this, the team selected four static billboard locations and two digital billboard locations on highways 195 and 95 going in both directions at busy locations guaranteed to get heavy traffic. One of the static billboards being located at the Big Blue Bug, notorious in Rhode Island for its bumper-to-bumper traffic during primetimes ensuring full visibility by all passersby.

The design of these billboards was intentionally kept simple for multiple reasons. The first was that we wanted our logo to be as big as possible to make the most impact in our new markets. The goal was less about selling products or convincing the public to do something and more about getting the brand in front of the audience. Another reason for the minimalistic design because we didn’t want to over clutter the design with too many words. A great rule of thumb is to keep wording to a minimum on billboards so that drivers are able to read the entire message while driving by safely. Using the iconic BayCoast blue and gold, I made the logo the star of the show and utilized the brand font, Agenda bold, to explain what BayCoast Bank is all about in less than 10 words. The overall design of the suite of billboards is highly representative of the brand and accomplishes the main goal of the campaign, to get the brand in front of the community in our new markets.