PAL Airlines Billboard

Before PAL Airlines' rebrand, I was tasked with updating the large billboard located outside the St. John's International Airport. With the airline introducing larger aircraft and expanding its destinations, I wanted the design to focus on the growth of the company and give travellers something memorable to see when arriving or leaving the airport. Instead of keeping the aircraft contained within the billboard, I came up with the idea of having the plane break outside of the frame to show off its size and create a more eye-catching experience. To bring the concept to life, I worked directly with the billboard company to explore what was possible, including installing pot lights in specific locations to line up with the aircraft's lights and create the same effect after dark. This project was created using PAL Airlines' previous visual identity, which featured angled layouts and the recognizable white logo boxes. It was a fun challenge working within that style while finding ways to make the design feel larger than the space it was printed on.