At Moxie we believe that a great poster isn’t about a great aesthetic, it’s about a clever idea that’s skinned with a great aesthetic. The idea should drive the visual, not the other way around. Sometimes we start with a word list. We list out nouns that evoke the message of the poster. Once we have the list, we start to combine them visually through sketches.
When creating a poster for brand campaign, we dissect the brand’s logo and explore what you can use as building blocks in the design. Integrating the logo elements makes the poster own-able and will avoid a client asking you to make the logo bigger.
A wise man once told me that a good poster should be just as impactful at 50 feet as it is at 5 feet—and at 5 inches.