It's About Time was a lecture at The Art Institute of Phoenix that introduced design students to the internationally acclaimed architect Eddie Jones AIA. The small format poster was used on campus to notify students of the event.
A quote from Eddie's lecture was used as a linear element on top of the photograph. The background texture is Cor-Ten steel, a material that Jones frequently uses.
The social media version needed to be more graphic at smaller sizes, so the small linear quote was removed and the message pared down to bare bones.
Since the theme of the lecture was about how everything eventually changes -- light, shadow, materials -- the title was typeset in two different weights, then overlapped and sliced with the Pathfinder to create a stepped rule effect. The result implies materials wasting away.
Of the two sliced variations, the version with the heavier weight on top was selected to assist with letter recognition and legibility.