Lamar Advertising Company is a renowned billboard advertising company in the United States, specializing in outdoor advertising with a vast network of billboards and digital displays across the country. With over 100 years of history, Lamar has established itself as a leader in the out-of-home advertising industry, providing advertisers with extensive opportunities to reach a wide audience through roadside billboards, transit displays, and airport advertising.

Our team had the privilege to work with Lamar Advertising Company to refresh their brand identity and position them as industry leaders while honouring their rich heritage. We aimed to maintain their strong brand equity with their existing audience and retain the iconic brand pill shape. Although the Lamar jelly bean was not geometrically sound, it had stood the test of time throughout their century-long history. We redesigned their logo from the ground up, staying true to the original proportions and construction, while reinforcing their iconic skew to build on a well-established point of brand equity. Our research delved into Lamar's extensive history to ensure an authentic representation of the company's essence.

As an extension of the Lamar brand, we created custom-made mascots named Lenny and Billy. Rooted in Lamar's history, these mascots symbolise the company's heritage and serve as a foundation for our heritage-focused applications. The inclusion of a coin flip in the mascot illustration pays homage to Lamar's origins, where the two founding brothers determined ownership through a coin toss. These subtle nods contribute to the overall brand story.

Additionally, we developed a comprehensive range of brand applications, including patterns, swag, social media assets, advertisements, and stationary, providing Lamar with a versatile library of assets across various mediums.

Through this rebranding project, we aimed to refresh Lamar Advertising Company's visual identity while honouring their history and establishing a strong foundation for their continued success in the out-of-home advertising industry.