The Queen Street Billboard Project


The new billboards on display in downtown Fredericton are designed to intrigue your sense of thought – they reframe the concept of how a typical billboard is used and showcase colourful eye-catching designs that each have a story to tell. This project flips the marketing norms to use billboards as exhibition space, and to give graphic designers the freedom to be artists, all within the framework of educational learning outcomes.

The New Brunswick College of Craft and Design, with support from the City of Fredericton and Canada 150, is celebrating Canada’s birthday through recognition of the students of today – who will become the designers of tomorrow.

This inaugural competition begins with a project from an NBCCD Graphic Design class led by Jean Rooney, with the student-chosen theme Fragility. Three submissions were selected from the class to show a range of approaches in design, content, execution, and style. The artworks, made into vibrant, large-scale billboards, are being exhibited through August on Queen Street in Fredericton. The billboards will then be relocated to the NBCCD courtyard, where the other entries are displayed on the balcony of the Barracks Building.

Graphic Design Coordinating Instructor Dale McBride explains how the theme was chosen:

“The conversation turned to how things we seem to take for granted might be more fragile than we perceive; the idea that life can change in an instant, in a personal way such as in an accident as well as in something like an election. That our lives are actually very fragile, our democracies and cultures are equally fragile and finally, our planet and ecosystems are fragile. From this conversation came a word to focus upon, fragility.”

Read more here.