A poster exhibition that articulates the beauty of form and investigates its principles, functions and consequences in visual communications.




Client:  Modern Theory
Sector: Design
Country: Belgium

Modern Theory is a research and discussion platform with a focus on visual culture.



To celebrate the launch of Modern Theory we organised an exhibition called ‘Visual Grammar’. Visual Grammar's aim was to articulate the beauty of form and to investigate its principles, functions and consequences in visual communications.

Modern Theory invited ten studios to participate in the exhibition. Each studio in turn had to nominate another studio or designer to take part, adding up to a total of twenty contributors. 



Participants were asked to research and communicate an aspect of the fundamental components of visual grammar.

Based on their research, they had to create a poster that would visually convey their findings. They were free to interpret the brief in any way they see fit, provided that the poster articulates the concept of visual grammar and conforms to the technical requirements. In addition, they were asked to submit a short rationale for their work.



· Exhibition Design
· Identity
· Communication Materials
· Poster Design

Creative Team


Matthieu Regout
Edouard Pecher
Julien Van Havere



Click here to buy a poster.