The purpose of this project was to spread awareness of Perkins School for the Blind’s mission to potential employees and families of potential students. The words used are part of the school’s core values. The way I executed the project, both brail and colorblindness, was to make the viewer feel blind by not understanding what the billboard says. The imagery being placed on a billboard only reinforces this concept because the viewer has limited time to understand what they are looking at. By executing the concept in this way, the viewer stands in the shoes of a blind person. The typeface used, Optima, is the same typeface used for the current logo.