CitySights LA

Developed a high-impact print decal featuring entrepreneur and Real Housewives of Beverly Hills star Adrienne Maloof to promote CitySights LA. The design aimed to elevate brand visibility and attract new customers by aligning with the company’s luxury sightseeing experience.

The Challenge

CitySights LA, a luxury sightseeing tour company, needed a high-visibility outdoor campaign to attract new clientele and boost brand prestige. The design had to stand out on the streets of Los Angeles—while aligning with their upscale, celebrity-adjacent identity.

Client request: create a striking promotional decal featuring Adrienne Maloof (entrepreneur and star of Real Housewives of Beverly Hills) to instantly convey luxury, exclusivity, and cultural relevance.

Discovery & Research

Business Objectives:

  • Increase awareness in high-traffic tourist zones
  • Leverage celebrity endorsement to elevate brand perception
  • Create a design scalable across multiple bus sizes

Research Activities:

  • Reviewed competitor outdoor campaigns across major cities
  • Researched Adrienne Maloof’s brand persona to align tone
  • Audited CitySights LA’s branding for visual consistency

Ideation & Iteration

Concept Development:

Initial moodboards explored a blend of red carpet energy with clean luxury aesthetics. I focused on contrast, scale, and iconic composition—knowing this would be viewed in motion from a distance.

Design Refinements:

  • Explored variations in backdrop color and lighting to ensure Adrienne remained the focal point
  • Adjusted placement of branding elements to avoid distortion on bus curvature
  • Balanced promotional messaging with visual impact—letting the image lead, not the text

Visual Design & Systems

Typography:

Used bold, sans-serif type for high readability on moving vehicles, paired with lighter descriptors to maintain elegance.

Color System:

Chose a high-contrast palette (black, gold, and white) to evoke luxury while maximizing visibility against the LA skyline.

Layout Strategy:

  • Emphasized large-format facial recognition and name recall
  • Used asymmetrical alignment to drive visual tension and motion
  • Ensured CTA placement remained clear even on partial or wrapped views

Outcome & Reflection

Outcome:

  • Successfully deployed across the CitySights LA fleet
  • Increased engagement and inquiries, with customer feedback referencing the “celebrity look”
  • Reinforced the brand’s position as a premium sightseeing provider in a competitive market

Reflection:

This project taught me how to apply design thinking to environmental scale. Every decision—from Adrienne’s positioning to color contrast—was made with real-world motion, speed, and distance in mind. It was a reminder that effective visual storytelling often needs to land in under three seconds.

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