Case Study
Frisbee Dog Poster Series
A typographic expression poster series celebrating the three core movements of a dog frisbee competition: Launch, Leap, and Lunge.
Problem & Context
A dog frisbee competition needed promotional posters that would capture the sport's energy, athleticism, and excitement. The posters needed to communicate the three core movements of the sport—Launch, Leap, and Lunge—in a visually compelling way that would appeal to competitors and spectators.
The design challenge was translating dynamic movement and athletic energy into static poster compositions using primarily typographic expression.
My Role
I served as the lead designer and art director, developing the overall concept, typographic treatment, and visual expression for the three-poster series. My work included conceptualizing how typography could express movement, selecting and customizing typefaces, designing the poster compositions, and ensuring the series felt cohesive while each poster maintained its unique character.
Design Concept
Typographic Expression Strategy
Rather than relying on photography or illustration, the design uses typography as the primary visual element. Each poster's letter forms and composition convey the essence of the movement: explosive energy for Launch, ascending motion for Leap, and grounded intensity for Lunge.
Letter form as subject — The typography itself becomes the vehicle for expressing movement and energy
Dynamic composition — Letterforms are arranged and weighted to suggest motion and power
High contrast — Bold blacks and clear typography that commands attention in any environment
Series cohesion — Consistent visual language and color treatment ties the three posters together
Process
Launch Poster
Designed to express explosive, forward-moving energy—the moment of takeoff. The letterforms are bold and kinetic, arranged to suggest movement away from the viewer.
Leap Poster
Designed to communicate upward motion, peak athleticism, and grace. The composition uses vertical space and ascending letterform placement to suggest jumping.
Lunge Poster
Designed to express power, intensity, and focused determination. The letterforms are weighty and grounded, with dynamic diagonal composition suggesting forward momentum.
Final Production
High-resolution, production-ready designs suitable for large-format printing and outdoor display.
Outcome & Learnings
Project Success
Key Takeaways
This project demonstrated the power of typography as a primary design vehicle. By using letter forms expressively and composing them dynamically, we created posters that communicated the sport's energy without relying on photography. The constraint of the brief—three movements, typographic expression—actually strengthened the design, forcing careful consideration of how to convey complex emotions and movements through pure typography. The series' success proved that cohesive, well-executed typographic design can be just as compelling and memorable as more illustrative approaches, and sometimes more so.