Recognition
A fixed title treatment and recurring zones make each poster part of the same family.
Campaign & poster system
Counterform
A fictional culture series with room for different voices.
Fictional concept study
Counterform — original design exploration for a fictional brief.
The design question
Create variety without losing the family.
Counterform explores how a poster series can feel related without repeating the same composition. The fictional brief calls for a culture program with a bold public presence. Each poster uses the same name, information zones and typographic weight, while the central form changes from a loop to a stepped shape to a divided circle.
The headlines describe ways of thinking rather than announce an actual event. A lime, blue and cream palette gives each piece its own atmosphere, while the repeated hierarchy keeps the series legible as one set.
A simple rule, a flexible result.
The series keeps the top label and lower headline in stable positions. The middle area is a place to play: repeat, offset or cut one geometric form. This is the central system decision — hold the information still and let the image move.
Expression
Changing the geometric module creates movement without adding decorative clutter.
Adaptation
A clear separation between title, image and headline offers a useful starting point for other formats.