The majority of billboards suffer two flaws; type which is far too small to read at a distance and a complex concept inappropriate for the medium. As a result, the message, product and brand are relegated to second place, behind the ad agency’s concept.

In contrast, this billboard is a success because it avoids the complexity quagmire with one, simple image and large, easy to read type. The resulting message; Geoffrey Beene makes high quality clothes, is clear and immediate.