Today we’d like to introduce you to Leslie Morris.
Hi Leslie, please kick things off for us with an introduction to yourself and your story.
I was born in Commerce, Georgia, in 1971, and I’ve been drawn to animation and visual storytelling for as long as I can remember. I grew up inspired by Warner Brothers classics and older hand-drawn animations—the kind with exaggerated expression, motion, and personality. That kind of animation had soul. I wanted to bring that same energy into whatever I created.
In 1991, I enrolled at the Art Institute of Atlanta to study graphic and visual design. At the time, Cartoon Network was rising, and like many creatives of that era, I dreamed of being part of that world. While I didn’t end up in animation for television, that love for bold character and visual storytelling stuck with me.
My early career moved into magazine and newspaper layout, which taught me structure, pacing, and how to communicate with impact using limited space. Then I discovered out-of-home advertising—billboards specifically—and something clicked. Billboards felt like the ultimate canvas: big, bold, and designed to speak in seconds. I was hooked.
SkyDragon Designs started as a creative studio, but quickly evolved into something more specialized. We don’t just design billboards—we design, schedule, optimize, and manage content across multiple digital billboard CRMs and programmatic platforms.
I still see every billboard as a stage—like classic animation frames flickering to life. Whether it’s a static design or a looping animation, I approach every board with the same mindset Warner Brothers animators had: make it visible, make it expressive, make it unforgettable.
And honestly? I just love it. I live simply—tiny house, my cats, Lego builds, avid gamer and a bit of nerd energy—and I pour all that creative fuel into SkyDragon. This work keeps me sharp, keeps me playful, and keeps the flame burning.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road—and honestly, I wouldn’t trust any creative who says it was. The OOH industry is fast, unforgiving, and rarely patient with design. Early on, I realized that clients wanted billboard magic, but they also wanted it yesterday.
I had to learn to design fast without losing quality, and that took years of discipline. Then came the technical hurdles—each billboard CRM has its own upload quirks, aspect ratios, and scheduling limitations. One platform wants 800×400, another 1200×400, another 480×240… and none of them care how perfect the design looked in Photoshop if it displays wrong on the board.
There were moments where I questioned if it would be easier to just be “a designer” and hand off files like everyone else. But that’s not who I am. I chose to learn the backend, the scheduling logic, the flow of impressions and programmatic ad delivery.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At SkyDragon Designs, I specialize in high-impact billboard design paired with full technical execution across digital billboard CRMs and programmatic platforms. Most people know me not just for the visual firepower of the designs, but for my ability to make sure those designs display correctly, loop correctly, track correctly, and perform the way they were intended to.
What I’m most proud of is that my work doesn’t stop at “here’s your file.” I go further. I create the design, I size it for multiple networks, I upload it, schedule it, track it, and make sure it’s actually live on boards across platforms like Formetco F360, Watchfire, Daktronics, Billboard Planet, Lucit, Blip, ScreenHub, Broadsign, and more. That’s rare in this industry.
Most designers create graphics. I create graphics that move through systems. That’s the difference.
Visually, I’m known for bold, readable designs with strong contrast, expressive characters, thick billboard-safe fonts, and layouts that stop traffic—literally. I design for speed of recognition, not just beauty on a screen. On a digital billboard, you have three seconds to win attention—so every element I design has purpose.
What sets SkyDragon apart is this:
We don’t just design for billboards—Logos, Flyers, Motion Ads anything that can be designed we can do it.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Definitely. My mom, my dad, and my brother have been a huge support system throughout my life and career. They’ve always believed in me, even when my ideas sounded wild or overly ambitious. They know that if I say I want something—I’ll go after it. And I’ll get it, even if it takes late nights, sweat, setbacks, or a few tears along the way.
I’ve also been blessed with friends who cheer for me in that same spirit. They understand that I don’t just talk about goals—I chase them. And having people who recognize and encourage that drive makes all the difference.
I’m very aware that not everyone has that kind of support, and I don’t take it for granted. I am lucky, I am blessed, and I carry that gratitude into my work every day. When I pour my energy into SkyDragon, I’m not just pouring it into a company—I’m honoring the people who believed I could do this.
I’m proud to say SkyDragon Designs isn’t a solo operation — I have a team that helps carry the fire forward.
Helen brings a grounded, steady energy and a sharp eye for clean execution. She understands clarity and consistency, which is huge in billboard work where every pixel has purpose. Her ability to refine and keep visuals sharp helps maintain the SkyDragon standard.
Mary Eden is a powerhouse on the scheduling and CRM management side. She keeps campaigns moving across platforms like Formetco, Watchfire, Daktronics, Lucit, and more. Where most people get lost in the backend, she keeps things organized and flowing — that’s critical for our promise of not just creating designs, but making sure they go live and stay live correctly.
Jake brings creative spark — that raw design energy. He has range and adaptability, which is key in OOH where we shift from car dealerships one minute to festivals, healthcare, or seasonal campaigns the next. He understands impact and clarity on the board, and that’s a rare instinct in designers.
My mom Kaye handles all the bookkeeping, keeping the business side clean and tight so the creative engine can stay focused.
My dad Jackie is my go-to support on the ground — my daily runner, my “get it done” partner, whether it’s checking the mail or making sure I’ve eaten during back-to-back design days.
It may sound simple, but having your dad show up with lunch while you’re building digital fire for clients… that’s love in motion.
Also my OOH mentor and friend, Marty Williamson, who has been in OOH (Out of Home) business for 41 years, had a major influence on how I approach OOH. His philosophy was simple but powerful:
Contact Info:
- Website: https://www.skydragondesigns.com
- Facebook: https://www.facebook.com/skydragonOOH
- LinkedIn: https://www.linkedin.com/in/skydragondesigns/
