Lettering for Milano Arch Week 2024

Parco Studio designed a campaign focused on the word “weak” that, spreading like a tag on walls, quickly invaded urban spaces – almost like a temporary graffiti. The lettering has a handmade and rough character, in order to give an organic and human feeling to the communication. The visual project is inspired by the importance of vocabulary in conveying messages and the communication is based on key words presented on a large scale to create a provocative shouting effect.