The Kid

This creative full page magazine advertisement playfully markets F M Light & Sons as a modern western wear retailer for tourists and locals visiting the historic downtown district of Steamboat Springs, Colorado. The simple advertisement features the familiar yet distinctive yellow of the famous F M Light & Sons highway signs while “The Kid” wears both modern casual and western clothing items sold within the store.  The print advertisement immediately conveys the boy’s imagination revealing himself as “The Kid” of western lore – creating an ad that works without an additional tag line simply from the imagery and layout.

Everyone driving into Steamboat Springs, Colorado passes several historic yellow wooden signs introducing F M Light & Sons as a western wear store – from distances up to 60 miles away. The signs are placed along the highways within the open ranch lands from all directions and are the only billboards within all of Routt County – erected before the county banned billboard advertising entirely. Signs including “Use Your Head When Buying a Hat”, “The Right Road to F M Light & Sons”, and “Started in 1905 Still In Business” are local favorites.

We created the creative concept for this print advertisement and the owner featured his young son as “The Kidd” as well as an antique wooden mirror in use within the store. Megan attended the professional photography shoot by Larry Pierce within F M Light & Sons – still one of our favorite photo shoots to date.

Click through to F M Light & Sons for a fun read of their 115-year history including their historic Yellow Signs.

We have created MANY print ad designs over our 20+ year history – Print Advertising provides several additional print ad project samples within our portfolio.