Rocco Piscatello: Poster Works for FIT

Reflection by Rocco Piscatello

In today’s digital world, the opportunity to design a print poster for the purpose of promoting an event is rare. When the Fashion Institute of Technology approached me to design a poster for their newly formed Visiting Artist Program, I immediately said yes. Their brief was very succinct: create a poster announcing a designer’s lecture, while adhering to strict budgetary constraints.

One poster quickly multiplied to two. A dozen years later they accumulated to a collection of twenty-four. The posters are all represented here in reverse chronological order.

Looking back and reflecting on the work included in this book, I have identified ten qualities that make the posters enduring.

1. Clarity of Message- It is my responsibility to ensure that the message conveyed is clear and meaningful. Type size, style and color are used to highlight the most important information.
2. Dramatic Proportion and Scale- My work pushes the limit of scale and legibility to create engaging and monumental forms. This attracts attention and inspires interest from my audience.
3. Geometry and Mathematical Proportion- The elements and compositions in my work are built from geometry and use mathematical proportions to achieve balance and beauty.
4. Emphasis on Typography- I develop custom letterforms to create compositions based upon the lecturer’s initials. This brings originality and uniqueness to each poster.
5. Grid-based Composition- Every poster starts with the development of a grid system. I use the grid and an underlying structure to support the typography and bring order to the composition.
6. Reduction of Elements- I work by subtraction. It is crucial to have a clear understanding of a subject in order to develop a strong idea and know what can be taken away without diminishing the message.
7. Differences within Consistency- I challenge myself to create different and changing forms for each poster while still maintaining a consistent visual vocabulary throughout the series. This ensures a memorable identity for the lecture program as a whole.
8. Elements of Surprise- When appropriate, I like to incorporate a playful or surprising element into the design. These elements give viewers and unexpected and delightful experience.
9. Pursuit of Excellence- From the overall composition to the tiniest typographic detail, I strive to achieve the highest level of excellence. This includes working with quality printers and paper manufacturers.
10. Iterate, Refine, and Repeat- Good design takes time to develop. It’s a process that requires study and reflection. I challenge you to slow down and take the time to create the best design possible.

Rocco Piscatello’s Reflection was originally published in Poster works for FIT: Publication. No part may be used or reproduced in any manner without the written permission from the author, except in the context of reviews.