Utah Aikikai posters
Aikido is a form of self-defense created not only for personal protection but for the safety of the attacker. Because this philosophy almost completely contradicts the standard appeal of learning martial arts (i.e., if you learn it, no one will mess with you), ad agency Richter7 needed a different approach to promote this school. In addition to the headlines, the traditional Asian elements that make up the layout are all intended to communicate a more peaceful and artful approach to self-defense.
Dave Larson, art director;
Gary Sume, writer;
Dave Larson/Gary Sume, creative directors;
Dave Newbold, executive creative director;
Cynthia Griffin, production manager;