ABA Typographic Posters

Advertising and AR Campaign for S6 Foundry

This project is a graphic advertising campaign that uses typography as both message and visual interface. Large-scale typographic posters activate public space through bold composition, color, and hierarchy. Augmented reality layers extend the graphic language into interactive digital content, transforming static layouts into experiential communication. The design encourages engagement and discovery, demonstrating how contemporary graphic design can merge print and digital media to create accessible and participatory visual narratives.

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Advertising and AR Campaign by Paul Robb

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Paul Robb Advertising and AR Campaign

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Unique Properties

This project is a public visual advertising campaign combining expressive typography and augmented reality to promote an arts university and engage prospective students. Large-scale typographic posters operate as both communication and invitation, activating curiosity in urban spaces. Through AR interaction, static visuals transform into immersive experiences, positioning typography as a gateway to creativity, exploration, and contemporary artistic education.

Tags

Typography, visual communication, advertising campaign, augmented reality, student engagement, art education, public space design, interactive posters, cultural promotion, creative discovery, graphic design, urban communication

Production Technology

The campaign was developed through a hybrid graphic and digital workflow with AR. Typography-driven posters were designed for large-format print using custom layouts and color systems. Augmented reality layers were implemented using mobile-based AR platforms, linking printed triggers to animated and interactive digital content. The integration of physical and digital media was tested on-site to ensure accessibility, responsiveness, and visual coherence.

Design Challenge

The main challenge was transforming institutional communication into an engaging public experience. Internally, the project required balancing experimental typography with clarity and accessibility. Externally, it demanded reliable AR performance in uncontrolled urban conditions. Ensuring seamless interaction between printed media and digital layers while maintaining visual impact required extensive testing, refinement, and cross-disciplinary coordination.

Project Duration

The project was developed and implemented in 2025 in Italy. It was designed as a public-facing campaign and installed across selected urban locations, where it engaged prospective students through physical posters and augmented reality experiences, supporting the university’s enrollment and cultural outreach activities.

Operation Flow

The campaign begins as a typographic message encountered in public space. Viewers are invited to scan the posters using their mobile devices, triggering augmented reality content that expands the visual narrative. The interaction transforms passive viewing into active exploration, creating a memorable experience that communicates the university’s creative approach and encourages deeper interest and participation.

Research

Type of Research: practice-based visual communication research. Research Objectives: to engage prospective students through interactive typography. Methodology: integration of graphic design and AR interaction. Data Collection and Tools Used: visual testing, mobile AR platforms, large-format prototyping. Participants or Experiments: public users in urban environments. Results: increased engagement and curiosity. Insights and Impacts: enhanced visibility of art education through immersive communication.

Inspiration

The project was inspired by the need to communicate artistic education beyond traditional institutional language. Drawing from contemporary graphic culture, typographic experimentation, and urban visual systems, the campaign reframes typography as an experiential medium. The objective was to speak directly to young creatives, encouraging discovery, participation, and personal engagement through curiosity-driven interaction rather than didactic messaging.

Image Credits

Paul Henry Robb

Project Overview

ABA Typographic Posters Advertising and AR Campaign has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Paul Robb was recognized with the coveted Silver A' Design Award in 2026, a testament to excellence of their work ABA Typographic Posters Advertising and AR Campaign .

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