The University of Toronto was promoting its prestigious life science program through a poster campaign. The poster would be used across the country to attract the attention of new (and distant) talent.

Challenge: The poster had to look like "life science" without looking too "science fiction." It also needed to stand out on a busy bulletin board. How to make the poster look smart and sophisticated, while giving it the eye-candy needed to scream louder than all the other posters on the board? That's where we came in.

Consultation: We asked our client to send us words they associate with the program and with the campaign. From those words, we brainstormed and came up with a series of images, such as Toronto scenes, cells and a fluorescent neuron scan to use in our designs.

Implementation: All three of our concepts were great, but which one worked best? To help our client make an informed decision, we took a picture of a busy Ryerson bulletin board and placed our posters in amongst the mayhem to give our client an idea of how each concept would fare.

Result: Our client chose a sleek, black-backed design that both attracted the eye and reflected the program's modern sophistication.