This poster was designed as an entry for the ArjoWiggins Conqueror Typographic Games, prior to the London Olympic Games in 2012. I have received a bronze medal in the competition and my poster was featured in the September 2012 issue of Creative Review.

The brief was to create a sport-related typographic poster featuring the sentence: “It’s not what you win, but how you conquer it”.

It is a simple sentence that leaves a lot of space for visual plays, to emphasise the difference between winning and conquering. In my entry I wanted to keep this simple and obvious, but without turning to clichés.

I played with the “I” in the word “win”, as it can be read as a Roman number one, the first place. This displays a sense of glory and I have placed it on a flag. Achievement, however, is independent from this, and happens on the ground. Again I intended to play with the typography and I have taken the Q to be the centre, with its tail illustrated as a high jumper. With the colours and the graphic elements, I wanted to create an athletic atmosphere and emphasise motion.