Bird London

billboards by global
BRAND IDENTITY

ART DIRECTION

DESIGN

COPY

← BACK TO WORK

Outdoor media is a sleeping giant. One of the most trusted and impactful media channels, it appears in only 5% of media plans. Global is the market leader, with more 48-sheet sites than anyone else. To rejuvenate the format and reconnect people with its potential, they rebranded their large-format estate as billboards by global. Our job was to give the brand the energy and ambition every Global brand deserves.

THE STRATEGY

The Global brand appears across its entire outdoor estate, the logo acting as a mark of quality and leadership. We used the master brand logo as the basis for the new identity, building a bespoke mark for billboards. The brands that make the best use of outdoor build from their distinctive assets. billboards by global would be no different.

CREATIVE

We built the billboards by global wordmark from the Global "o". It transferred not only into the "o", but also the "b"s and "d"s. We then created distinctive lettering for the remaining characters, allowing the logo to sit comfortably alongside the Global wordmark while retaining its own character. We do love an idiosyncratic "a".