Sumatran tigers and Amur leopards are both Feloidea that are endangered species with only hundreds left. As they are both hunted and massacred for their furs which are used to make coats, I use their fur pattern as my main graphic elements to address the issue.
Besides, to show the suffering and torture of the animals, I have selected a roaring image and purposefully cover their eyes using the pattern in front, combined with the black and white color choice, to indicate their painful and miserable rasps.
In terms of the message delivered through typography, I have selected Univers Condensed as it is much more subtle compared with the expressive graphic in the background, which strike a balance between the front text and background graphics, yet the font choice together with tilted text still create a little bit of tension to keep the miserable emotion. And for the color choice of text, I choose the fur-like color to represent their identity and make the text stand out from the graphic behind.