The concept of universality of language offered many potential vehicles to carry the message which were explored at different phases. The foundation of this idea was to simply present a small bit of identical information, translated into a few different languagesand their respective alphabets. How thiswas to be represented visually was the bulk of the creative challenge. Emphasis was to be placed on typography and text as this was to carry the message. With this focus in mind the medium of posters were chosen as this would provide the visual strength and angle needed to carry this campaign.

A common element all majors cities share, are complex cities designed in a specific grid format. That format will be applied to the posters using type as an abstract tool forbuilding the system. ‘Taxi’ will be repeated,reversed and rotated throughout the poster with the copy neatly placed in between. Ahighlighted section of the ‘Taxi’ grid will beshown on each poster, that is the respective colour of the taxis of that area. The Grid System is the best solution as it practices the use of type and layout well, without playing to typical depictions of the tradition yellow cabtaxi. The misbehaviour of the word ‘Taxi’accuratly depicts real life taxi michiefs. This Grid System best how type can be used as an abstract representation of city layouts.

The message here is quite a simple and profound one; no matter how different we all are, in many ways we are the exact same.