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 companyâs 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 Angelesâwhile 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 Maloofâs brand persona to align tone
- Audited CitySights LAâs 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 compositionâknowing 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 impactâletting 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 âcelebrity lookâ
- Reinforced the brandâs position as a premium sightseeing provider in a competitive market
Reflection:
This project taught me how to apply design thinking to environmental scale. Every decisionâfrom Adrienneâs positioning to color contrastâwas 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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