“Què fem? Fem foc o fugim?” (What do we do? Do we make fire or run away?) is a Valencian colloquial saying that is used in the face of indecision. We took advantage of it to design this promotional poster.
We used typography and composition to emphasize the contrast between the two responses, as well as to reinforce the message they communicate. For “Fem foc” we chose Druk Condensed for its blunt and striking character, while for “Fugim”, we selected Saol Display Light Italic for its undulated shapes and exaggerated slant, denoting movement. Suisse Int’l is used for the small print.