Case study

Modern Architecture in Pakistan Poster

A black-and-white digital OOH poster for a lecture on modern architecture in Pakistan by Habib Fida Ali at the NCA Auditorium.

Graphic Design
Architecture
Advertising

Overview

I designed a poster for a free lecture, Modern Architecture in Pakistan, by the architect Habib Fida Ali at the NCA Auditorium in Lahore. It was built for a digital out-of-home format, a freestanding backlit display, so it had to read from a distance and still carry a speaker bio, venue, date, time and booking details.

Challenge

The poster needed to feel like architecture without relying on photographs of buildings. It also had to hold two very different reading distances on one vertical panel: a headline that registers from across a courtyard, and a paragraph of biography and event details that people read up close.

Approach

I kept the palette to black and white and let type do the structural work. A single oversized letter, the M in one version and the A in another, is cropped by the top and left edges so it reads like a column or a facade in elevation. The rest of the title sits in a clean sans serif beside it, stacked MODERN, ARCHITECTURE, IN PAKISTAN in descending sizes. Below, the speaker name, a short bio and the event details sit in a narrow, left-aligned text column with generous space around it, so the page stays calm and the hierarchy is obvious at a glance.

Outcome

I produced two variations of the portrait poster, each built around a different cropped letterform, and presented them on a freestanding digital OOH display mockup. Both carry the full event information: speaker, venue, date, time and booking contact.

Published January 27, 2024Tools Photoshop, Illustrator, InDesignView on Behance ↗