Post Typography’s Baltimore Museum of Art Campaign “Disrupts Vernacular Advertising and Signage”


The series of posters, placards, billboards, print materials and more features conversations with prominent black artists and thinkers, including Ta-Nehisi Coates, Boots Riley, and Mark Bradford.

The art, race, and social justice lecture series takes its name from an essay by black sci-fi author Samuel Delany, discussing the importance of speculative futures.

Post Typography claims that its visual approach borrows both from “retro-futuristic science fiction and contemporary design iconography, creating a look for the campaign that is decidedly eerie and instantly recognizable.” It uses the Torque and Queue font families from the Baltimore Type Supply foundry. .

According to the studio, among the questions raised during discussions with the museum were: “Can design lead a conversation beyond the walls of a conference room?” Can it create a richer context for the event itself? Can it spark new dialogues and debates? ”

The campaign is centered on language and ideas, using strong typography and vivid colors to promote “radical, whimsical and provocative visions of the future”, such as “Tomorrow, prisons are converted into dance halls, galleries art and leisure centers ”; “Tomorrow, guns only exist in museum exhibits”; and “Tomorrow, empathy is the most valued quality in a leader. “

Over the past year and a half, these statements and more have been used on billboards, bus shelters and posters around Baltimore.

The public was invited to complete the statements through physical comment boxes and on, where they can submit their own “tomorrows”.

By placing these statements in the public domain in unexpected places, such as no-stroll notices, “We Buy Houses” bandit signs and take-out menus, the campaign aims to “disrupt vernacular advertising and signage. “, According to the agency.

“There are many signs and messages that we see every day that sell us unhealthy products and perpetuate unhealthy systems. Interrupting them with unexpected, upbeat messages asks us to take a more critical look at these systems, ”says Bruce Willen, Creative Director and Co. -Founder of Post Typography.


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