Ask: Moving Ideas needed a bold and flexible visual identity to launch their global exhibition series. The first event, Counter Culture, required an A2 poster and programme design that reflected the brand’s vision of limitless innovation and served as a reusable template for future exhibitions with varying themes.
Solution: Guided by the concept “Make space for new beginnings,” the design embraces experimentation and visual disruption. The poster features two bold, contrasting colours, rough-edged imagery reminiscent of torn paper, and selective blurring to symbolise the breakdown of old systems. A strong grid structure provides flexibility for future events, while dynamic typography—where letters occasionally stand alone or are connected by thin blue lines —evokes connection, fragmentation, and reinvention. The result is a striking visual identity that reflects the brand’s mission to challenge norms, spark dialogue, and shape a more imaginative future.
