The central focus of this project was typography, so throughout my process I focused on getting to know the text and understanding the most effective way to present it. I started by taking the original block we were given and highlighting/grouping information that I felt needed to stay together. From there, I organized the information from least to most important so that I could subsequently create a hierarchy that made sense in the context of this specific event.

Once I established a hierarchy and chose a font that matched the modern, cutting-edge nature of the Alvin Ailey American Dance Theater, I started brainstorming ideas for the visual design of the poster. After finding photos of the dancers on the company’s website, I chose to explore designs that centered around the powerful imagery of the dancers themselves. From there, I created various, in-depth color studies and chose the image and color scheme that was both the most impactful and accessible to viewers.