Mark Oldach was asked to speak at the Des Moines Art Directors Club about creativity, and as part of the deal he was supposed to design a poster to be given away after the talk. The thought process was to express the topic of creativity and somehow evoke a sense of Iowa in the poster. After a debate in the studio on how to represent Iowa accurately, our group decided that a cow, symbolizing Iowa’s agricultural way of life, was the way to go. Moo can also stand for Mark Oliver Oldach. Now with Mark and a cow in mind, the challenge was to show both in their best light. On one side of the poster, the Holstein’s spots were used to express some of Mark’s favorite thoughts on creativity. The poster’s other side put a different spin on things, representing Mark and the cow typographically.