Asked to create and brand a secret society based off a fictional character, I chose bespectacled Waldo from the book Where’s Waldo: The Fantastic Journey. My society, 12 Scrolls, aims for each member to gain a better understanding of others, themselves, and life itself. In doing so, one is delving into his/her/their consciousness and relationships—an idea I wanted to reflect in my poster. In order to create this deepening sense of space, I made a model (right) using the society’s color palette, shifting type scale, and placing layers in a cyclical shape, much like a scroll. I then photographed the model, shifted the orientation, and placed the calendar of events on top.