Campaign “Family to the sea, dog to the street?”

graphic design :: billboard design :: poster design

Billboard for Animal Friends with actors Igor Mešin and Rene Bitorajec. The campaign was created to make the public aware of animal abandonment during the summer months. Actors Igor and Rene are sitting on chairs on the sand surrounded by puppies. Igor holds two puppies in his hands, and looks towards Rene who is also holding two puppies. Once he put the horns above his head with his fingers. two more puppies are on the floor. In red and dark red letters is written the slogan of the campaign
Billboard for Animal Friends with actors Igor Mešin and Rene Bitorajec

Billboard ad design for Animal Friends

Billboard ad design for the campaign “Family to the sea, dog to the street” for Animal Friends. In this educational summer campaign, Animal Friends tried to shed light on the problem of leaving pets behind before annual vacations. Due to the negligence of the owners, every year during the holidays, stray animals flood the streets and, unfortunately, often die. In cooperation with numerous famous personalities, such as Doris Pinčić, the band Vatra, Rene Bitorajac, Igor Mešin and others, this campaign had a great response and reach. We are grateful to have been given the opportunity to graphically process and design each photo for such a wonderful cause.

How to design a billboard?


When designing billboards, one of the most important things is that the design is readable, because we know that billboards are most often viewed (and read) in motion from the vehicle and read from a great distance. The choice of font is also something that needs to be considered. It is best to use a thick font that is noticeable. Thin fonts for this type of advertising should be avoided. They will not attract attention and are difficult to read at speed or from a great distance. Thin lines, when viewed from a great distance, often fade or look broken up and because of that the message of the poster can be completely lost. Italic and decorative fonts should also be avoided. Follow the rule, that in this case, simplicity is the way to go.


When it comes to billboard design, size does matter. Don’t be afraid to make the text, logo or any other design element, bigger. Even if the design looks great on your computer screen and you don’t want to change the text size because the design aesthetics could be “ruined”, you should always keep in mind that there is the rule that applies to the design of such large formats: how it looks on the screen is not the same how it will look outside.

While the text and the logo gets bigger, the content should get smaller. Don’t clutter billboards with too much text or photos. The audience only has a few seconds to read the text of the ad and see the pictures and to understand what the ad is about. Too much text or images can lead to the ad not fulfilling the task it was intended for, attracting the attention of customers. The message must be short, and a good rule of thumb is not to use more than 7 words for the main text.


Don’t be afraid to use strong colors. For this type of design, it is better not to stick to complementary colors, but to work on contrast. Strong colors are more noticeable, easier to read, and with the addition of contrast, the billboard will surely be noticed. Just make sure the background doesn’t attract more attention than the message itself. It should be simple and not distract from the main purpose of the ad itself.

The rule in billboard design is to be bold, creative and noticeable. Always keep in mind that the goal of a billboard is not to convey the whole message. He needs to drive customers to visit a website, store or concert. The best billboard is the one that contains only the basic information, and for additional ones, clients will contact you directly if the billboard campaign was successful.

If you decide to design a billboard, these are some of the things you should pay attention to, and if you like our billboards and want to work with us, feel free to contact us via email or contact form.

Also let us know if you have any additional questions, and for more information on graphic design you can check out our blog where we cover many interesting topic.