confused

For the typographic weather campaign I decided to work in only san serif and only in 90 degree angles to express the day and its transitions. Working with density and spacing of the letters and words really pushed them to become the time of day they represent. Movement came into play as well Dawn had ann upward movement while day had a movement to all sides, like the and its rays. Dusk had its movement coming downward, while night was like day except it was dense, dark and all consuming.

For the integration of these to real world environment I combined them together to form a gradient that would inform the audience of what each meant. The slogan became the type compositions in a way and the real slogan was played down.