Pursuit came to &then with a need to
elevate their Pursuit Pass highway billboards. With a goal to promote, compel guests, and inform on the Pursuit Pass, our execution involved honing in the messaging and imagery for these billboards and drastically increasing the visibility.

Our key objectives involved heightened legibility for on-road readers, recall of overall messaging, and brand alignment. By consolidating the overall content and elements from the previous billboards, we were able to achieve a more succinct outcome. Against the Alberta blue sky, we curated imagery that contrasted the environment, resulting in heightened legibility.