Every Minute Counts
Client: Bidvest Car Rental | Role: Concept development, art direction, design
The Challenge
Bidvest needed a national outdoor campaign that could speak to South African travellers with clarity and emotional resonance. The brief called for a message that was simple, memorable and strong enough to hold up across high-traffic locations, including airports, highways and urban sites.
The work had to be instantly readable, visually striking and flexible enough to scale across multiple formats without losing impact.
The Idea
Time is the grounding insight. Whether it’s a quick trip or a long journey, every minute on the road becomes a memory. The campaign line “Every Minute Counts” captured both sides of the rental experience: efficiency and emotion.
The visual idea paired bold, minimal typography with striking photographic moments that felt recognisably South African — human, grounded and relatable.
Execution
I handled the full art direction and layout system, ensuring a clean, disciplined hierarchy that could adapt to various print sizes and outdoor placements.
This included:
• Selecting a visual library that felt warm, local and authentic
• Developing a layout system built around strong type and generous spacing
• Crafting versions for highway billboards, airport corridors and print placements
• Ensuring consistency across light, colour and compositional rhythm
The result was a unified system that scaled without feeling repetitive.
Impact
The campaign delivered a clear, relatable message across high-traffic spaces and reinforced Bidvest’s brand presence through consistent, confident outdoor communication. The flexible layout system allowed fast adaptation across regional placements, maintaining visibility and clarity in every environment.
