LAMAR
Campaign graphics, newsletters and animation.
A selection of digital communications for Lamar.
01 / Overview
As a designer at Lamar, I created campaign graphics, visual identities and animations for prospective advertisers, clients and internal teams.
The work called for a consistent brand presence across different messages and formats. Political balanced campaign cohesion with distinct creatives; Social Savvy focused on simplicity and readability; EDC brought together email design and motion.
Reusable systems
I built reusable layouts for email footers, Social Savvy, Bright Ideas and programmatic case studies. I reused them in my own work and made them available to other designers. For Social Savvy, junior designers and other designers could update the text while retaining the established layout. See two template variations ↗
Industry emails followed a recurring structure: a header, an animated footer and text tailored to that industry. Text and images could be replaced while the layout stayed consistent, with small adjustments for the content. This made recurring production faster for me, without rebuilding each piece from scratch.
Guidance & review
I guided 3–4 interns and junior designers through weekly reviews and feedback as needed, focusing on hierarchy, spacing, typography and adherence to the brand.
For a Lamar company event, I helped junior designers develop menus and swag items. My director retained final approval; I helped the designers refine their work before that review.
A typical week, from my recollection: about 7 industry-targeted email headers, animated email footers, 3 social graphics and 10–15 additional local-office requests. Requests ranged from a single graphic to multiple assets.
02 / Political campaign
I designed graphics promoting Lamar’s out-of-home advertising opportunities to political advertisers for the 2024 election cycle. The website header above introduces a visual system carried through billboard self-promotion, email graphics and landing-page artwork.
Earlier explorations
Earlier versions explored blue and violet palettes, different type treatments, and alternative placements for the message and campaign emblem.
Campaign video / Collaboration
I created all the campaign video graphics and detailed animation notes specifying text entrances, movement and sequencing. For example, I directed the arrows to appear one by one. Lamar’s video team used these notes to animate the final piece.
Graphics & animation notes: Roshni Vasudevan
Animation: Lamar video team
04 / Electric Daisy Carnival
I designed the email header and animated footer for a Lamar promotion aimed at prospective advertisers seeking to reach Electric Daisy Carnival visitors in Las Vegas. The header presents the billboard opportunity; the footer pairs audience information with billboard locations.
05 / Supporting work
A selection of newsletter graphics, billboard concepts and sales collateral from my time at Lamar.
A recurring newsletter identity
I designed the header for Bright Ideas, a weekly client newsletter showcasing out-of-home (OOH) advertising. These two examples show the same header identity with different featured campaign images. My contribution was the header only; the newsletter copy and featured billboard creative are shown for context.
Header details shown above. Enlarge either image to inspect the supplied newsletter example; the second contains placeholder body copy.
A billboard concept I created for pharmaceutical clients to help them visualize how their brand could look on a billboard.
A seasonal billboard concept I created for retail clients to help them visualize how their brand could look on a billboard.
I designed the consumer-journey icons and statistic graphics shown here for Lamar’s case studies. This selection appears in the published Target case study.
My contribution: Icon design and statistic graphics. Brand logos belong to their respective owners. Figures shown are reported campaign results.
View the Target case study ↗A sales sheet bringing five billboard locations, a network map, placement photography and package information onto one page.
06 / Seasonal work
I designed and animated the holiday and Halloween greetings and created the seasonal artwork for Thanksgiving. Both greetings loop in place; pause either one at any time.
Project credits
Selected work created during my time at Lamar.
Graphic design: Roshni Vasudevan
Seasonal greeting animation: Roshni Vasudevan
Political campaign video: Graphics & animation notes by Roshni Vasudevan; animation by Lamar’s video team
Company: Lamar
Explore another project
UNDP Funding Compendium ↗
03 / Social Savvy
Sharing ideas.
Across offices.
Social Savvy was created as an internal Lamar initiative to share tips and tricks with offices across the country, helping teams strengthen sales and social media campaigns. The identity pairs flowing script with bold uppercase lettering and a playful character.
Final application
The identity
in use.
Feedback called for a simpler identity that aligned with Lamar’s brand guidelines. I refined the direction toward lighter linework and clear, readable lettering, keeping the on-screen composition uncluttered.
The “New Year Refresher” session announcement brings the wordmark, topographic pattern and Lenny character together. A clear session title and call to action connect the identity to an internal learning resource.
A reusable template
One layout.
A new topic.
I built Social Savvy so junior designers and other designers could update the session text while keeping the layout intact. The wordmark, topographic background, Lenny character and call to action stay in place. These two examples show the same template with different session titles.
View earlier wordmark versions+
Wordmark explorations
Exploring the
personality of type.
These earlier versions explore different ways to pair “Social” and “Savvy”—from bold stacked lettering to lighter script overlays, with variations in color and emphasis.