Concrete staircase with copy printed on each step

Reference found on Pinterest, saved by Dzenan Becirovic. View the original pin The design belongs to its creator: use it for art direction, not as a template. Request removal

Poster · Reference

Concrete staircase with copy printed on each step

A desaturated, cool-grey photo of speckled concrete stairs is lit from the side, with dark vignetted edges. The copy is part of the environment, so reading it means climbing the stairs, which turns the sense of falling into the argument. The only accent colour is a vivid cyan-blue for the brand, set against the monochrome gritty texture.

Palette

#abafb5
#8c9196
#707679
#575f64
#434c50
#30383c

Layout: We look down a staircase, and the message runs up the steps from the large bottom line to the small top line, getting smaller with perspective. A figure walks away at the top, and the blue logo and phone number sit top right.
Typography: Condensed heavy grotesque caps that look printed onto the concrete; bright blue sans caps for the logo and number.

All creative ads for insurance companies, hospitals and clinics

photographic
typographic
dark
staircase
stencil text on steps
walking legs
handrail
serious
provocative
urgent

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Design an original poster for my brand, following the art direction below. It describes a reference design in full, so you don't need to see the reference.

My brand: [my brand], [what my business sells].
Language for any text on the design: English.
Size: 1080 × 1620 px (same shape as the reference).

Art direction to follow:
- The idea: Concrete staircase with copy printed on each step.
- Look and feel: A desaturated, cool-grey photo of speckled concrete stairs is lit from the side, with dark vignetted edges. The copy is part of the environment, so reading it means climbing the stairs, which turns the sense of falling into the argument. The only accent colour is a vivid cyan-blue for the brand, set against the monochrome gritty texture.
- Layout: We look down a staircase, and the message runs up the steps from the large bottom line to the small top line, getting smaller with perspective. A figure walks away at the top, and the blue logo and phone number sit top right.
- Typography: Condensed heavy grotesque caps that look printed onto the concrete; bright blue sans caps for the logo and number.
- Colours: #abafb5, #8c9196, #707679, #575f64, #434c50, #30383c (background #30383c, text #abafb5, accent #abafb5).
- Mood and details: serious, provocative, urgent, staircase, stencil text on steps, walking legs, handrail.
- Reference image, only if you can open it: https://media.uidiscovery.com/captures/creatives/332422016237631987-ee3b31d77be5.jpg (if you can't, carry on from these notes; don't ask me for it).

Rules:
- Build the same kind of idea around [my brand]: make my product or service the hero, the way the reference does. Don't copy its artwork, people, products, logo or text.
- Leave a clean space for my logo. Never invent a logo, prices, phone numbers or claims.
- One strong idea, few words, and text large enough to read on a phone.

Before you design, ask me for my brand name and what my business sells. Then create the image.

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