Enterprise Rent-A-Car Billboard

My role combined strategic thinking, brand understanding, and technical execution to deliver a billboard that not only stands out visually but also enhances the customer experience for travelers returning their vehicles. The final design reflects a balance of practicality, clarity, and strong brand presence.

Billboard for Enterprise Rent-A-Car, installed in the Returns section at O.R. Tambo International Airport

Artwork fully prepped with individual elements separated for production.

Enterprise Rent-A-Car
Billboard at O.R. Tambo Intl. Airport

Challenges & Solutions

1. Ensuring Visibility in a Busy, High-Traffic Area
Challenge: The Returns section at O.R. Tambo International Airport is constantly active, with moving vehicles, signage, and lighting variations that could distract from the billboard.
Solution: I designed with high contrast, simplified messaging, and bold brand elements that remain legible from multiple distances and angles. By optimizing colour balance and hierarchy, the billboard maintains strong visibility regardless of traffic flow or time of day.

2. Balancing Global Brand Guidelines with Local Context
Challenge: Enterprise has strict branding standards, but the billboard also needed to feel relevant to its placement within the airport environment and meet local advertising specifications.
Solution: I adhered to Enterprise’s core visual elements while adapting spacing, composition, and layout to suit the unique dimensions and audience of the location. This ensured full brand compliance without sacrificing contextual relevance or visual impact.

3. Technical Constraints for Large-Format Production
Challenge: Billboards require precise sizing, high-resolution assets, and careful preparation to ensure clarity and colour accuracy at full scale. Any errors can be highly visible once installed.
Solution: CI collaborated with the production team early in the process to understand the exact structural specifications. I prepared the artwork using correct bleed, scaling, and colour profiles, conducted test checks, and ensured all elements would reproduce cleanly at large format.

Located in one of Africa’s busiest travel hubs, the Enterprise Rent-A-Car Billboard at the O.R. Tambo International Airport Returns section was designed to deliver immediate clarity, strong brand presence, and a seamless visual experience for customers completing their journey.

Strategically positioned at the point where travelers return their vehicles, this billboard serves as both a brand touchpoint and a reassurance of Enterprise’s commitment to convenience, professionalism, and exceptional customer service.