For our final thesis project, I decided to brand a boutique ranch hotel in West Texas. I named it Prairie Land after the final song played in a famous community play thrown each year in the small town closest to the ranch. As part of the thesis, we are asked to design items that would be sold as merchandise that reflects our thesis topic and our ‘why’.
I decided to create a poster featuring a string of thought poem that embodies the why of the ranch hotel: to have people be present to what is happening around them, to disconnect and feel alive. The word “Land” grounds people into the present. The photo showcases a cowgirl embracing the sunset, a vanishing beauty that only last for a few minutes. I took this photo at the ranch in that last moments before the day was done. The poem at the bottom takes the reader on a journey to not only embrace the present but gives the reader the authority to invite others into the moment as well. To chase the sun.
This poster is successful due to the way it is intentionally crafted. The large letters draw a reader to stop. The photo keeps them intrigued with a small caption at the top of the photo giving a hint as to what the bottom words are about. The written poem is the jewel of the poster, only given to those who choose to be stop and read it. Like many beautiful things, it does not beg you to read it, but rewards those who do.