This is a self-promotional poster to advertise and promote our own participation at the Hong Kong Business of Design Week. It was designed to appeal to a creative audience who would get the graphic language of our poster and translate that into positive predisposition for our creative process.
Since the idea was to promote our Australian business to a Chinese audience, we wanted a poster that would intuitively depict this meeting of minds in an equal, two way partnership. We wanted to portray this by creating a poster that would read equally well 'right way up' or 'upside down'. We also wanted to find a way to combine, graphically, our own Next brand with something symbolic of Chinese culture, for which we used the calligraphic brush stroke. And so, we have a meeting of minds, east meets west. The reverse side of the poster also contained a more detailed overview of our work and strategic processes.
Approximately 250 of our 300 posters were taken by the public during the expo and it was a catalyst for several discussions. A number of these are ongoing.