Señalética

Concept

A signage company sells a craft nobody notices when it is done well: if the sign works, people get there and do not remember the sign. The problem was how to show work designed to be invisible.

I solved it in the most literal way available: the site signposts the visitor. Safety yellow end to end, the cross grid of a site plan behind it and a black arrow running down the screen marking where the reading goes, exactly like the arrows painted on a warehouse floor. Two colours and nothing else, which is the palette of real signage.

Inside, seven categories —lettering, outdoor, screen printing, merchandising, graphic design, photography, sports fittings— each with its paginated gallery of installed work and its label. Outdoor holds 21 photographs: in this trade, quantity is the argument.