Problem / Challenge: The primary challenge was to evoke a clear, recognizable "holiday feeling" without falling into the clichés of traditional imagery (like trees or stars). Relying solely on type meant that the hierarchy and rhythm had to be perfect to maintain viewer engagement. Through an iterative feedback process with peers and mentors, I had to solve the problem of visual "flatness" by manipulating the scale and placement of text to create depth and a lively, festive energy within a static grid.

Solution: I utilized a bold, high-contrast palette of red and green to instantly trigger a "Christmas vibe." The layout is built upon a rigid grid system, where each character and word is meticulously placed to create a sense of visual balance and movement. This structured approach allows the typography to function as both information and a decorative pattern, resulting in a clean, modern aesthetic that stands out in an urban environment.

Tools: Adobe Illustrator (Grid development and Type setting), Adobe InDesign (Layout refinement), and Print Production Specs.