The Challenge
Framing Identity in the Open
The client wanted more than posters. They envisioned a city-wide campaign that felt immersive, not intrusive one that communicated brand energy in a way that could stop pedestrians in their tracks. Our challenge was to create a design system bold enough to fill a wall, yet nuanced enough to reward a closer look.
Our Approach
Turning Walls Into Windows
We approached the project like staging a visual theatre each poster a scene, each wall a stage. We drew from propaganda design, graphic novels, and layered street graphics to build a modular system of typography, imagery, and messaging. Every element was built to scale striking from afar, detailed up close creating a rhythm across city blocks.
The Execution
Printing Big, Speaking Louder
Once the system was finalized, we worked closely with printers, property owners, and installers to bring the designs to life. Every surface brick, concrete, glass was treated as part of the composition. Colors were selected for impact and endurance; phrases were tested for rhythm and recall. The final rollout transformed ordinary buildings into storytelling landmarks.
Outcome
Where Branding Meets Streetlight
The poster series became an iconic part of the urban landscape. Foot traffic around the buildings increased, the brand saw a spike in organic social sharing, and locals began referring to the murals as landmarks. More than just ads, the posters became part of the city’s visual culture proof that branding can live, breathe, and take up space.
