🔙Â
Project Type: Multi-size newspaper ad campaign from full-page to mobile banners
Publication: Dothan Eagle (Dothan, AL)
Client Industry: Industrial Services / Welding
Role: Graphic Designer & Visual Creator
Stakeholders: Kelly Bexley (Manager), Client
In 2020, as one of three in-house graphic artists at the Dothan Eagle newspaper in Dothan, Alabama, I was tasked with creating a complete advertising campaign from scratch for a new customer—Mayo's Welding in Alford, FL, who came to us through a referral from a relative who does business with the newspaper. This wasn't a single ad project but rather a comprehensive campaign spanning multiple formats: a full-page print advertisement and various digital banner sizes for web and mobile placement. Unlike most projects where I could reference previous advertisements in our system, this was a fresh start: the only visual reference the client provided was a screenshot of what appeared to be one of those corrugated plastic yard signs with wire stakes that you stick in the ground. I researched the business online hoping to find established branding or style guidelines, but what I found wasn't particularly inspiring or cohesive—however, I did notice that their building had metal exterior side paneling, and just under the roof apex spanning almost the full length of the storefront was a metal section painted in a distinctive teal color.
Given that I was told I had free range on the project, and knowing the owner was a young blue-collar man in his 20s with no previous advertising history, I decided to create something that would appeal to a younger, working-class male demographic. My approach began with designing the 300×250 web ad first, establishing the core visual identity before expanding design elements for the full-page print advertisement where I had significantly more real estate to work with. I developed a design featuring a purple and indigo color scheme with dynamic angled bars suggesting speed and efficiency—and when I tested the teal color from their building's facade, it contrasted beautifully against the dark gray and indigo-purple palette. This created a modern, energetic aesthetic that would stand out and resonate with the target audience while establishing a fresh, cohesive brand identity for this emerging welding business. For the final touch, I used an image of the owner and applied the ubiquitous "white outline" sticker cutout effect to give it a modern touch.
Mayo's Welding full-page ad (* full add below)
Web banner: Used it as the foundational layout to adapt and scale the design across additional ad sizes.Â
Black (#000) - Background, strength
Steel Gray (#a0a9b8) - Industrial aesthetic
French Blue (#3b4d96) - CTA button, trust
Periwinkle (#bbbbd7)
White - Text, contrastÂ
Headline: Bold serif with outline
Brand Name: Heavy sans-serif, all caps
Location: Bold sans-serif, blue
CTA: Bold sans-serif, white on blue
Digital Ad Design
Print Ad Design
Full-page Ad Design
Adobe InDesign
Visual Impact
Industrial Branding
CTA Design
Visual Approach: Used high-contrast black background to make the ad stand out in digital environments. The welding illustration with bright yellow sparks creates immediate visual interest and clearly communicates the service.
Key Design Elements:
Industrial Imagery: Welding mask and sparks illustration - instantly recognizable
Geographic Anchor: "ALFORD FLORIDA" in blue establishes local presence
Bold Typography: Large, heavy letterforms ensure readability at small sizes
Clear Hierarchy: Question → Visual → Brand → CTA progression
Metallic Frame: Rounded border suggests durability and professionalism
Technical Considerations:
Designed for standard IAB Medium Rectangle (300x250px) - one of the most common digital ad sizes. Ensured high contrast for visibility across different websites and backgrounds. Used bold, simple shapes that remain clear even when viewed on mobile devices. Then added teal accent and additional clipart on full-page and completed the remaining digital sizes.
Initial Design: Created 300x250 web ad first
Full-page print ad
Results: Created a visually striking digital advertisement set and consistent full-page print ad that effectively communicates Mayo's Welding services. The high-contrast design and industrial imagery ensure the ad stands out in digital and print placements.
Design Success Factors:
• Immediate Recognition: Welding imagery communicates service at a glance
• Visual Hierarchy: Eye naturally flows from question → visual → brand → CTA
• Professional Aesthetic: Industrial color scheme and metallic framing convey reliability
• Action-Oriented: Clear call-to-action encourages click-through
• Local Identity: Geographic placement builds community connection
Skills Demonstrated: Digital and print ad design within standard IAB formats, visual hierarchy in constrained spaces, industrial/trade branding, high-contrast design for digital visibility, call-to-action optimization