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We were one of five designers asked by Neenah Paper to create a poster for distribution at Neenah's booth at HOW Design Live in San Francisco, the design industry's largest conference attracting over 3,000 creative professionals.
Our strategy was to create an image that would introduce out-of town attendees to San Francisco’s scenic wonders in an a way that encourages participation and engagement. Our solution utilizes illustrations of San Francisco’s world famous landmarks to engage the viewer in forming the city’s name, creating a typographic tour of San Francisco. Each landmark is keyed to descriptive text at the bottom of the poster, enabling viewers to discover useful facts and figures about the city. We hope viewers enjoy the unusual combinations and unexpected juxtapositions of typography and illustration.
The poster accomplished its goal of engaging conference attendees in discovering the major landmarks of San Francisco and providing a memorable keepsake of their visit. Most importantly, the poster was a highly successful promotion for Neenah Paper, drawing attendees to the company's booth to receive a hand-signed copy and demonstrating the quality of Neenah's product in use.