Why Beauty Matters:
Stefan Sagmeister meets DR
Art Direction / Poster Design / Photography
I was initially asked to edit an existing poster for the "Why Beauty Matters" lecture at the Altos de Chavón School of Design. While I fulfilled the request, I also took the opportunity to design a new version, as I felt the original design was too safe and missed an opportunity to communicate the event’s essence more authentically. This led me to design a new version from scratch.
As I explored Sagmeister’s philosophy of beauty being born from care, based on previous versions of the lecture in other locations, I realized the Dominican tendency toward carelessness would create a powerful contrast, placing the lecture's ideas in a local context. Referencing the Banana Wall project by Sagmeister & Walsh, I created an unexpected homage using typical Dominican green plantains instead of bananas, accompanied by chaotic red brushstrokes—mirroring the way plantains are sold in local supermarkets. This design concept embodied the contradiction between care and carelessness, illustrating Sagmeister’s message while reflecting the laid-back, spontaneous nature of local culture.
The new design was well-received, generating increased engagement and curiosity on Chavón’s social media ahead of the event. I was fortunate enough to meet Stefan Sagmeister in person, who critiqued the design. His feedback, especially his advice to “be extreme,” left a lasting impact, reminding me to push concepts further in my design work.
Special thanks:
Chavón Marketing Team for the openness,
Gabi M. for arranging the critique session,
Stefan Sagmeister for your time and insights
Giancarlo A. for photoshoot assistance