Not a marketing expert but I remember reading the billboards should be designed bearing in mind that they only get a few seconds attention from drivers so the m

Not a marketing expert but I remember reading the billboards should be designed bearing in mind that they only get a few seconds attention from drivers so the message should be very short and clear, and very visible. On the pictures I can barely see 'basecamp.com' and it's not clear what the message is about. Maybe lawyers' billboards are cheesy but they get to the point in massive letters.