What is a Blue Law?
(Some even date back to colonial times) Blue laws exist(ed) as regulations that restrict certain activities, like business operations or alcohol sales. Especially on Sundays. In this case, however, "Blue Laws" simply refer to outdated ordinances that hold little significance.
The Objective: Create an integrated outdoor and responsive digital campaign for the Ad Council. Specifically for a Blue Law in South Carolina. This PSA campaign should incorporate a series of billboards, a mobile site, and a desktop site.
Type and Image balanced Billboard
Research
This undertaking required research for a specific Blue Law in SC. So to begin, I searched for outdated ordinances that were still in effect or ones that have most recently ended. The law that I chose is below.
Universal Citation: SC Code § 58-17-3400 (2013)
Any railroad company shall be held liable for damages for any horse frightened as a result of the violation of the provisions of this section by any of its employees.
Scaring Horses = a fine of not more than $50 or imprisonment of not more than 30 days.
I began as a Guardian under the Caregiver archetype. Shielding from the noise of the world.
Traits: Proactive, passionate about justice, compassionate towards animals and their owners, and forward-thinking.
However, some aspects of the Jester Archetype show through.
After deciding on my tone, I created some personas to reflect it. These fictional individuals were intentionally created. This allowed my designs to appeal to an idealized version of my target audience (which includes Horses as well;)
Following this, the direction began to take shape. I chose typefaces and a color palette, then created the 3 billboards. Type heavy, Image heavy, and Type + Image versions.
Alternate version
Mobile Figma Prototype:
The final deliverables were a mobile and desktop Figma site with working prototypes. Please click through the demos (Volume up!!)
View the Desktop Figma Prototype
