“Què fem? Fem foc o fugim?” (What do we do? Do we make fire or run away?) is a Valencian colloquial saying that is used in the face of indecision. We have appropriated of it to design this promotional poster.

The goal was to introduce ourselves to people linked to graphic design in València, while offering a gift to clients and friends. The poster raises a question and offers two answers to the addressee to choose one of them. We used a low weight paper so that the discarded answer will be visible and thus keep the complete saying at all times.

We used typography and composition to emphasize the contrast between the two responses, as well as to reinforce the message they communicate. For “Fem foc” we chose Druk Condensed for its blunt and striking character, while for the “Fugim”, we selected italic variant of Saol Display for its ondulated shapes and exaggerated slant, which denotes movement.