A Big, Bold, Subtle Visual Message July 13, 2010, by Chris Pelicano in Design
There is nothing subtle about a big, yellow, school bus. They are designed to be highly visible for the sake of the precious cargo they carry. But, an international bus manufacturing company wanted their big yellow buses to “say” more than “watch out for me, and drive safely”. They wanted to communicate the subtle, behind the scenes, qualities of their product.
VALUE in the manufacturing process, a LEGACY of quality control, and RELIABILITY of performance were the three key qualities the brand wanted to emphasize in their business to business communications. It was decided to do this visually by digitally “building” buses out of the letters that make up those key words.
Trinity Consulting Art Director, Chris Pelicano, worked up rough illustrations to demonstrate the strength of the visual concept. The client bought into the approach. The roughs were sent to photographers who shot the buses according to the angle, composition, and perspective in the illustrations. The digital manipulation team then applied the 3-D text treatment to the images to achieve the desired effect. The result was an eye-catching series of trade publication advertisements that highlighted the subtle message behind the big, bold, yellow buses.
Oh, yeah, the buses still say, “watch out for me, and drive safely!”
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