Type, Image, and the Grid

The "Type, Image, and the Grid" project explores the integration of typography and imagery to promote KLM’s new direct flight from Austin to Amsterdam. The project consists of five phases, each experimenting with different typographic approaches, including the use of same type size and weight, varying type sizes, and positioning type within photo areas. Through these variations, the project aims to create a cohesive yet flexible visual language that enhances communication and maintains visual interest. The ultimate goal is to ensure KLM’s message is impactful and adaptable while effectively engaging its audience.

Challenge

As KLM airline launches its new direct flight route from Austin to Amsterdam, effective communication through visual design becomes essential in promoting the service. Achieving consistency while maintaining an engaging and aesthetically appealing message presents a challenge. The project must balance the use of typography and imagery, ensuring clarity and visual harmony across various design approaches.

Solution

The "Type, Image, and the Grid" project addresses this challenge by exploring five distinct design phases that experiment with typography and its interaction with imagery for the new KLM flight campaign. By employing the same type size and weight, varied type sizes, and strategic positioning of type within the photo area (including diagonal and vertical alignments), the project aims to create a cohesive visual system that is flexible and dynamic. This exploration ensures that KLM’s communication remains visually impactful and effective in capturing the attention of the target audience.