In the fall of 2007, Lamar Outdoor Advertising and Ford|Dickinson began development of a series of new advertising structures that would incorporate new digital display technologies. It was thought that these new designs would increase public acceptance, and therefore expand the market for placement of these outdoor advertising structures. These new designs would improve the aesthetic appearance of outdoor advertising structures, work in concert with existing support systems, and provide an economical ‘kit of parts’ that can be delivered, installed, and maintained easily throughout the United States. The design process led to the development of four general-concept families with multiple variations that would fulfill those concepts. These conceptual designs were thoroughly illustrated at a temporary online hub where RFP recipients and members of the client body could download documentation about the project.

To quote directly from the request for proposal, each of these titles may be supported with either a centered pole (center-support), a pole located two-thirds to three-quarters from the end face (3/4-support) or an end pole (flag). Then, the advertising faces may be back to back (parallel) or angled-open or angled-close (‘V’ and reverse-‘V’). Typically, there would be two modular display faces (but not always) approximately 10.5’ x 23’ in size with these two faces being 1) both faces digital, 2) one face digital and one face vinyl and 3) both faces vinyl. Overall heights would vary depending upon the specific application. The enclosures were designed and fabricated to allow for varying heights. The designs, as they have evolved, would make use of a secondary support structure and formed-aluminum-composite-panel or formed-polycarbonate or formed-fiberglass skin along with related trims, lighting and controls. The superstructure which the secondary skin and structure attaches would be supplied by a different company.

I worked in cooperation with firm principle Jack Ford during schematic design of the project and was largely responsible for producing the presentation graphics and documents to be delivered via the online hub. Custom fabricators and the client body took over the project at the conclusion of our schematic design.