New York City Billboards

A set of digital billboards used in the newly opened NYC market to raise brand awareness.

In 2019, Bellhops officially began operating in New York City — it was very exciting. Even more exciting was the chance to create a 4-panel billboard series to raise brand awareness in the city. This particular set was just a couple of streets over from Times Square and was seen by millions of people in the short time it was up.

Bellhops copywriter, Ben Cake, and I worked together on several concepts to present to the stakeholders in this project. The top goal of this project was brand awareness, specifically that Bellhops is what modern moving should be: easy and stress-free. The first two concepts told more of a story about Bellhops as the future of moving, with emphasis on our services and how easy it is to schedule a move. The third option was much more focused on the brand with the logo, a tagline, and website as the main elements, which was eventually chosen as the final.

I also had to take the position and order of these ads from the perspective of someone on the street — what did I want them to see first? What about people walking from the other direction? Across the street? We knew that it was unlikely that anyone would be seeing all of the billboards together as a whole, so we had to take into account how to get our message across on all of them. Ultimately the two boards with the most copy on them were positioned on either end because they were angled in such a way that folks on the sidewalk could read them on their approach. The middle billboards were dedicated to a straightforward brand callout, just to get the name Bellhops in their minds.

Credits

Ben Cake
Copy Chief / Copywriting

Charlie Gann
Director of Design / Art Direction

Kyle Miller
Director of Marketing / Strategy