We Are All Workers

We Are All Workers

Sagmeister Inc., New York, 2010


Project brief: The client asked us to create a typography-based billboard application that would work within their larger advertising campaign and be a provocative installation piece.

Approach: Our team created a number of concepts that were variations on “We Are All Workers.” Initial sketches all strived to move beyond the flat billboard. However, we eventually determined that we wanted to illustrate the notion of “We Are All Workers” by constantly breaking down and rebuilding the typography placed on cogwheels.

Effectiveness: The client enjoyed the billboard’s ability to stay within the confines of the campaign but also step outside the norm of what an environmental application can be. New Yorkers loved the concept and many had themselves photographed in front of it.

Collections: AIGA 365: Design Effectiveness (2011)
Repository: Denver Art Museum
Discipline: Promotional design and advertising
Format: Advertisement


Design firm
Sagmeister Inc., New York
Creative director
Stefan Sagmeister
Jessica Walsh
Production coordinator
Atomic Props & Effects
Len Peltier, Levi’s