The exhibition focuses on the poster as a medium in its own right. The poster is not merely a means of communication; it functions as a medium that can be used to interrogate the conventions of graphic design – encompassing its language, composition, and the impact it has on the viewer.
As part of a studio course, ten pairs of second-year Bachelor students in Visual Communication at HEAD – Genève have conceptualised a fictional visual identity project for the 2024–25 season of Théâtre Saint-Gervais. Each project explores the relationship between form and message, developing visual solutions for this emblematic venue of contemporary theatre.

In this context, the theme of visual identity enabled the students to delve deeper into the realm of experimentation with posters, while concurrently addressing the contemporary issues pertinent to graphic design.

This approach reflects a desire to extend beyond the conventional informative function of the poster, transforming it into a catalyst for interrogation and critical thinking.