The easy route would have been pairing typefaces that evince the conflicting word definitions in the exhibition title; however, I decided introducing too much contrast into the headline would distract attention from the artwork.

After working with the headline for a while, I used the expression of rotating the baseline of the words to rhyme with the message of the curatorial statement.

Originally the headline started off in a vertical orientation, but as the ad design developed it became apparent that the horizontal orientation was a better fit.

I chose Texta, the typeface used in the Galerie Myrtis branding that I designed several years ago. It was designed by Daniel & Miguel Hernández, who said on Fonts.com that "[t]hrough studying humanists’ models from Edward Johnston to Adrian Frutiger and the Gothic Alphabet made by sign painters comes Texta, a contemporary, rational, transparent and useful sans to compose all kind of texts."

I would like to thank my wonderful client, Myrtis Bedolla, and the incredible artists in the exhibition: Lavett Ballard, Monica Ikegwu, and Megan Lewis.