In creating the advertising for an event showcasing the work of furniture designer Milo Baughman I used visual elements illustrative of the print design of the era he worked in to immediately communicate Mid-Century Modernism to the viewer even if they were unfamiliar with his work. With many entities involved it was important to clearly communicate the what/where/why while giving all the companies involved exposure without confusing the viewer.

The visual elements of type, color, shape, and space all employ Modernist techniques, but I used them to communicate the contents of the event (a showcase of Mid-Century Modern furniture), not simply to create a look. The Futura typeface is readable with clean lines and the color palette mixes light, bright, warm, and earthy colors for contrast. My use of rectangular color shapes uses the era's characteristic geometry and directs the eye through the negative space of the design.

My design for executive director of the Pantone Color Institute, Leatrice Eiseman's, talk on color for interior designers plays off of the familiar (to the audience) layout and typeface of the Pantone color chip while subtly subverting it to create interest. The front of the take away card for the color presentation is almost entirely devoid of it, yet the back is all color, with the only concrete information (the presenter/location) communicated through the absence of color, written in the white negative space. Pantone color chips are well-known for using the Helvetica typeface. In order to maintain this familiarity and create an information hierarchy (of what is most important) I used different font weights in the Helvetica family.