We were briefed to promote the new G-Class from Mercedes-Benz; a vehicle that is the best of its class and is known for its abilities to take on any terrain.

The design of the poster echoes the spirit of the Mercedes-Benz G-class. The spirit, that will take you off-road onto any terrain, to unfamiliar or even unknown places – but most importantly the spirit of the journey. Typography in the poster is designed to take the reader on a journey, one that is not as linear as your typical reading passage. The layout takes you from word to word and beckons you to read it how it should be read.

The Mercedes brand font is used to interesting effect in all-caps and with large spacing between letters to evoke the feeling of being on a somehow unfamiliar journey. It may feel uneasy but at the same time, exciting. The monotone backgrounds are based in the elegance of the Mercedes brand and create abstract shapes through interesting gradients to mimic the unknown while allowing the reader to imagine their own unknown.