Interview about Dailies Postcard Design, winner of the A' Graphics, Illustration and Visual Communication Design Award 2025
The design concept for this typographic postcard series focuses on the interplay of form, composition, and color harmony. Bold typography is paired with complementary hues of orange-yellow and purple-blue to create dynamic visual contrast. This approach enhances legibility while evoking a sense of energy and positivity, transforming each postcard into a vibrant expression of typographic design and visual communication.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe color harmony grew very directly out of the gym-inspired framework of the project. I was interested in translating the physical and psychological atmosphere of a workout space into a graphic language—one that balances intensity with care.The complementary pairing of orange and blue felt especially appropriate in this context. Orange references energy, warmth, and activation; it echoes the visual language of gym interiors, safety equipment, and high-visibility training gear. Blue, by contrast, suggests calm, stability, and recovery. In fitness culture, these two states constantly coexist: exertion and rest, strain and release. Using complementary hues allowed me to heighten that tension while keeping the composition visually balanced, much like the push–pull rhythm of a workout itself.Emotionally, I wanted the postcards to feel motivating without being aggressive. The contrast is bold enough to grab attention—mirroring the adrenaline of movement—but softened through repetition, material cues, and affirming language. By pairing high-energy color with messages like self-trust and self-acceptance, the work reframes the gym not as a site of judgment or optimization, but as a space for self-care and affirmation.Ultimately, the color harmony supports the conceptual goal of the piece: transforming objects and aesthetics associated with discipline and performance into tools for emotional encouragement, reminding viewers that strength can be both physical and internal.
My typographic and compositional decisions were heavily informed by the way gym notes function—as quick, imperfect, and deeply personal reminders rather than polished statements. In gym spaces, notes are often handwritten on whiteboards, taped to lockers, scribbled in notebooks, or printed in utilitarian fonts meant to be read at a glance. That immediacy shaped how I approached type in the Dailies Postcard Design.I intentionally chose bold, assertive typography to echo the visual urgency of those notes. The letterforms feel weighty and sometimes slightly awkward, resisting refinement in favor of presence. This mirrors the rawness of physical exertion—when the body is mid-movement, there’s no time for precision, only intention. I wanted the type to feel like it was pushed into place, much like the physical act of training.Compositionally, I leaned into asymmetry, tight cropping, and abrupt scale changes. These decisions were inspired by how gym reminders are encountered in fragments—glimpsed between sets or read in passing. Rather than centering everything neatly, I allowed elements to feel off-balance or compressed, creating a sense of spontaneity and momentum. The text behaves almost like a breath or a pulse, reinforcing the idea of repetition and endurance.Overall, the typography and layout work together to capture a state of becoming rather than completion. They reflect a mindset rooted in process, effort, and self-talk—where design functions not as decoration, but as a form of motivation and self-affirmation.
The 152.4 × 228.6 mm (6 × 9 inches) format played a crucial role in shaping both the visual energy and clarity of the Dailies Postcard Design. Positioned between the intimacy of a traditional postcard and the presence of a small poster, the size supports the idea of a “daily” object—something meant to be held, pinned, shared, or revisited rather than quickly consumed.The vertical, narrow proportions encouraged me to think of the composition as a body in motion. I used vertical flow, scale shifts, and typographic tension to create rhythm and momentum, allowing large gestures to stretch along the long axis while smaller elements grounded the layout. Strong typographic hierarchy ensured readability despite bold contrasts and cropped compositions, while negative space functioned as a visual pause, echoing rest intervals within physical training.Equally important, this format is a postcard size, which reinforces the concept of passing energy and self-love. Designed to be handed, mailed, or left in shared spaces like gyms, the work becomes inherently portable and communal. The bold typography acts as a direct affirmation—something briefly received yet emotionally lasting—transforming the postcard from a personal reminder into a vehicle for encouragement, connection, and care.
The creative process behind Dailies Postcard Design began with typography as the core expressive tool. I started by selecting a bold sans-serif typeface because of its directness and physical presence—it mirrors the straightforward, no-frills language often found in gym environments. From there, I experimented with perspective and scale, pushing and stretching the type to create a sense of movement, as if the words themselves were in motion or under pressure.Next, I adjusted the composition to amplify that energy. Instead of centering elements neatly, I allowed the layout to feel dynamic and slightly off-balance, using cropping, vertical flow, and tension between elements. This approach reflects the embodied experience of sport—moments of exertion, imbalance, and rhythm—while also leaving space for self-love and affirmation. The expressive typography becomes a form of visual self-talk, echoing the internal motivation that accompanies physical activity.Color was the final layer that tied the concept together. I used complementary hues inspired by gym interiors and training equipment to heighten contrast and energy. These color pairings reinforce intensity and activation while remaining visually balanced, supporting the idea that strength and care can coexist. Together, typography, composition, and color translate the energetic mindset of physical movement into a tangible design language rooted in motivation, encouragement, and self-affirmation.
One unexpected discovery during the development of Dailies Postcard Design was how powerful typography and layout can be as motivational tools on their own, even without imagery. Throughout the process, I became deeply aware of the relationship between type, language, and form—and how subtle typographic decisions can completely shift the emotional tone of a message.As I experimented with hierarchy and composition, I realized that what is emphasized matters just as much as what is said. Choosing which words to enlarge, crop, or isolate allowed the message to feel more physical and immediate, almost like internal self-talk during a workout. Typography stopped being a neutral carrier of text and became an active participant in meaning-making.I was also surprised by how composition could embody emotion. Through scale, alignment, and tension, I could visually express motivation, pressure, release, and care. This process highlighted how typography and layout are not just formal tools, but relational ones—they shape how viewers connect with language and how they emotionally receive it.Overall, the project made me more conscious of the expressive potential of typography as a system. Exploring the interplay between words, form, and visual rhythm was both revealing and enjoyable, reinforcing my interest in using design as a way to translate internal states—like motivation and self-encouragement—into tangible, communicative experiences.
Environmental considerations played a key role in shaping the formal decisions behind Dailies Postcard Design, especially in terms of color, scale, and function. The most direct influence came from color: the palette was extracted from the gym environment itself—inspired by equipment, signage, and interiors—so the postcards feel embedded within that space rather than visually foreign. High-contrast complementary colors were essential for visibility in a visually busy environment while still communicating energy and motivation.Scale was another critical factor. A poster-sized format would feel overwhelming in a gym setting, particularly because the project exists as a series rather than a single piece. At the other extreme, a smaller format risked getting lost in the environment. Settling on a postcard size allowed the work to remain visible and impactful at a distance, while also functioning as a tactile, human-scale object.This size also supports the postcards’ role as a communication tool. They can be picked up, passed along, or taken away, extending their life beyond the gym wall. Rather than existing only as environmental graphics, the designs become carriers of positive energy and self-affirmation—objects that mediate between space, body, and message. In this way, environmental constraints didn’t limit the design, but instead sharpened its clarity, usability, and emotional resonance.
Receiving the A’ Design Award encouraged me to think about Dailies Postcard Design not just as a single project, but as a framework for how motivational design can exist in physical spaces more thoughtfully.I envision this project influencing future approaches by shifting motivation away from loud, generic messaging toward more human-scaled, emotionally aware communication. Instead of overwhelming viewers with large posters or prescriptive slogans, this work proposes that motivation can be quiet, personal, and repeatable. Small-format designs, like postcards, can coexist with busy environments such as gyms while still carrying strong emotional impact.The project also highlights the potential of typography as an active, emotional medium. By treating type as something physical—with weight, rhythm, and tension—it opens up new possibilities for using typography to reflect internal states like effort, self-talk, and self-care. Future motivational design could rely less on imagery and more on typographic systems that adapt to different spaces and emotional needs.Finally, I hope the project encourages designers to consider circulation and exchange as part of spatial design. Because these postcards can be taken, shared, or passed on, motivation becomes something that moves between people rather than staying fixed on a wall. In that sense, Dailies Postcard Design suggests that future motivational design in physical spaces can be participatory, empathetic, and rooted in everyday gestures of encouragement.
In Dailies Postcard Design, balancing universal appeal with an intimate sense of personal motivation was a central consideration. I approached this by keeping the language open-ended and affirmational rather than prescriptive. Instead of telling viewers what to do, the messages are designed to be interpreted and internalized in different ways, allowing individuals to project their own experiences, goals, and emotions onto the work.Visually, intimacy comes through scale and restraint. The postcard format encourages close interaction—it’s something you can hold, keep, or pass along—while the bold typography ensures the message remains accessible and legible in a shared environment like a gym. This duality allows the design to function both publicly and privately: it can catch your attention in a space full of energy, yet still feel like a quiet, personal reminder when viewed up close.The balance is also supported by the relationship between form and tone. While the typographic treatment is expressive and dynamic, the compositions avoid excessive complexity. This clarity helps the work feel inclusive rather than intimidating. By pairing energetic visual language with gentle, affirming content, the project creates space for both collective resonance and individual reflection, reinforcing the idea that personal growth can be shared without losing its intimacy.
One of the most meaningful creative breakthroughs in the Dailies Postcard Design project came because of its constraints rather than in spite of them. Working within a postcard format and a daily production rhythm forced me to simplify ideas quickly. I couldn’t over-design or over-explain. Instead, each postcard had to communicate a single emotional or conceptual message clearly and immediately. This pushed me toward bold typography and concise statements—visible in phrases like “Trust Myself” or “I Am Enough”—where language became the primary visual driver rather than decoration.Because I was designing these repeatedly, I created a modular visual system: consistent color palettes, typographic hierarchies, and recurring compositional logic. In the example shown, the repetition of orange and blue and the structured layout allowed variation within consistency. This constraint led me to think more like a designer building a visual language, not isolated pieces.Postcards need to be legible at arm’s length and survive printing variations. That limitation encouraged me to use high-contrast color pairings and minimal typefaces. Instead of subtle gradients or fine details, I leaned into bold, flat color and oversized typography, which ultimately made the work more confident and accessible.Because these were “dailies,” the challenge wasn’t perfection—it was honesty and continuity. Treating each card as a small daily reflection freed me to experiment more openly with scale, alignment, and typographic tension. That mindset shift—from polished outcome to consistent practice—became a breakthrough in how I approach iterative design work.Overall, the constraints transformed the project into a disciplined yet expressive system. They sharpened my decision-making, strengthened my typographic confidence, and helped me see limitations as tools for clarity rather than obstacles—an approach I continue to apply in both teaching and professional design work.
What makes me most proud of the Dailies Postcard Design project is that it genuinely connected with people in real life. My gym friends responded to it immediately—not just aesthetically, but functionally. The messages felt relevant to their daily routines, and that told me the design was doing more than just looking good; it was working.One moment that really stood out to me was when a psychology counseling studio printed the postcards and placed them at their front desk to share with clients. Seeing the work move from a personal daily practice into a shared, supportive environment made me realize the impact typography can have beyond visual communication. It became a tool for emotional reinforcement.This project shifted my perspective on typography as a form of behavioral motivation. Typography isn’t only about hierarchy or style—it shapes how messages are received, remembered, and internalized. By pairing clear, confident type with affirming language, I learned that design can help translate personal reflections into something others can hold, read, and return to when they need encouragement.Ultimately, this project reinforced my belief that design rooted in everyday life—honest thoughts, small moments, real emotions—can carry real influence. Typography gave my personal feelings a circulation function, allowing them to move outward and support others, which is something I find deeply meaningful as a designer and educator.
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