Clear Channel Outdoor Graphic Designer Brings Impactful Black History Month Out-Of-Home Campaign to Life

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When graphic designer Simone Bradley learned Clear Channel Outdoor was launching a month-long digital out-of-home campaign (DOOH) to celebrate Black History Month and was looking for someone to build the creative for the project, she immediately threw her hat into the ring

When graphic designer Simone Bradley learned Clear Channel Outdoor was launching a month-long digital out-of-home campaign (DOOH) to celebrate Black History Month and was looking for someone to build the creative for the project, she immediately threw her hat into the ring.

“It was an awesome opportunity and I’ve always wanted to design something that helps make the world a better place,” she explained. “I love designing for advertising, but this was a chance to create something on an even more meaningful level.”

CCO’s campaign spotlights inspiring moments and people in Black history including inventors, artists, activists and leaders. And it began as an effort to raise awareness of Black history and to celebrate the accomplishments of Black Americans. CCO used its nationwide forte of DOOH displays to showcase the campaign, using the medium to promote the importance of Black history and its role in shaping the United States.

Bradley, based in CCO’s San Francisco office, was tapped for the project and designed the national campaign working alongside CCO’s corporate marketing team and its Executive Diversity Advisory Council. Together, these groups landed on driving the message via the theme “Black history is American history.”

Inspired by the struggles of Black people and the nation’s awareness of their contributions to American history, Bradley brainstormed ways to demonstrate these concepts. She ultimately chose a woven motif to demonstrate the “intertwined nature” of history visually.

CCO’s DOOH platform, as a medium, played a huge role in Bradley’s designs. She detailed that part of the reason the campaign has been such a success is that she used basic OOH design strategies, such as bold text, high contrast and a clear message, to create an impactful display. She explained that her design works for several types of audiences; people who are quickly driving past a billboard will be able to understand that it’s a celebration of Black History month, even if they see the sign in their peripheral vision, people who stop and read it will get important insight into Black History, and those who take a moment to study the display will notice the subtle intricacies of the design, such as the woven text that reads, “Black History is American.”

CCO’s Executive Diversity Advisory Council, in partnership with the company’s corporate marketing team, contributed names and moments to amplify in the campaign. Bradley noted getting to work with the EDAC, and the corporate marketing team, were major highlights of this experience.

“I was surprised by just how seamless the whole process was, collaborating with people that I hadn't worked with before,” she explained. “Clear Channel has been so receptive to newer, younger designers taking on projects like this, which a lot of companies aren't. I was surprised they gave me a chance to work on a nationwide campaign in the first place, but on top of that, they were really excited about my ideas, and everyone was very open-minded. It wasn’t like a group project you’d do in school, where one person is doing all the work. It’s truly wonderful to have had the chance to collaborate with everyone on this project.”