We collaborated with award-winning Pentagram partner Eddie Opara and his team to design this poster triptych. Here's a bit more about the posters from Opara's team:
On the process:
“The overall approach was to design a poster series that empowers content in an unexpected way. Bold, yet sophisticated. Strong, yet sensitive. But talking about design can get tiring, so we sketched — a lot.”
On the re—inc brand:
“The spirit of revolution and resistance informs re—inc. The co-founders have challenged the paradigm of celebrity athlete endorsements, capitalized on their own success, and established their own purposeful brand that champions equity, creativity, art, and originality. The players’ names are not plastered across the products; rather, the line invites fans to express themselves through a system of customizable fashion and experiences. They’re not just selling wares because of who they are or because they’re a status symbol. It’s because of what they’ve gone through and seen others going through.”
On the expression:
“The typographic posters are a playful message. Posters do many things, and are supposed to be very impactful, whether image or type. You can arrest your gaze, but not for long. They’re always there to delight you each time you walk past it, part graphic communique.”
On the font:
“The posters, and the re—inc identity at large, are set in La Nord Re, a customized typeface designed by Raoul Gottschling. The sans serif font is named after a beach in southern France known for its relentless surge, an apt metaphor for the USWNT on the field, and the typeface features sleek, elegant letterforms with sharp contrasts where the bowls and curves meet strokes.”
Eddie Opara was born in Wandsworth, London, in 1972. He studied graphic design at the London College of Printing and Yale University, where he received his MFA in 1997. He began his career as a designer at ATG and Imaginary Forces and worked as a senior designer and art director at 2×4 before establishing his own studio, The Map Office, in 2005. He joined Pentagram’s New York office as a partner in 2010.
Opara is a multi-faceted designer whose work encompasses strategy, design, and technology. His projects have included the design of brand identity, publications, packaging, environments, exhibitions, interactive installations, websites, user interfaces, and software, with many ranging across multiple media.
He was named one of Fast Company’s 100 Most Creative People in Business in 2012 and 2014, and was featured in Ebony Magazine’s Power 100 and Adweek’s Creative 100.
Raoul Gottschling is a graphic designer and type designer from Düsseldorf, Germany. During his studies at the Düsseldorf University of Applied Sciences, he developed a strong typographic focus in his work. This focus on using type as the prevalent means of expression lead to an interest in designing and developing typefaces.
He worked at büro uebele in Stuttgart, Germany, and 2×4 before joining Eddie Opara’s team at Pentagram’s New York office in 2018.