Type, Image & the Grid

This project explores the relationship between typography, imagery, and grid systems through a series of editorial-style compositions. Using a promotional concept for KLM’s nonstop flight from Austin to Amsterdam, the work focuses on how type hierarchy, scale, weight, and placement can guide meaning and visual flow within a structured grid. Each phase builds on the previous one, increasing complexity while maintaining clarity and consistency.

Challenge

The primary challenge was designing within strict grid and type limitations while still creating visual interest. Early phases required restraint, using only one type size and weight, which pushed me to rely on spacing, alignment, and composition rather than contrast. As the project progressed, another challenge was introducing stronger hierarchy and movement without losing readability or breaking the grid. Balancing expressive typography with functional information, such as flight schedules, was also a key consideration.

Solution

I approached the project as a gradual build, allowing each phase to inform the next. By consistently using the grid as a foundation, I was able to experiment with scale, weight, and placement while maintaining structure. Hierarchy was introduced slowly through changes in size and contrast, and later through movement and directional type. This process resulted in compositions that feel intentional, legible, and visually dynamic while still respecting the grid system.