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.
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