Rather than develop letters separately, the designers entered a collaboration process across borders and time zones. Over four conference calls, designers jointly decided on a conceptual approach and workshopped their posters from initial rough drafts through their final design. The process itself proved valuable to the designers. Giuseppe Salerno and Paco González wrote:

“Brainstorming with the team helped us make our idea stronger and made us feel more confident in it. Also, there was such a good vibe where we felt that it was allowed to give feedback and advice. We hope to repeat this experience.”

As for the posters themselves: letters are organized chronologically, so the set is a stroll through Generations of Pride all the way to the present day. “P” is set in the 1930s. “R” jumps to the 60s, “I” is set in the 70s, “D” is late 80’s, “E” is set in the 1990s and so on. The selection for the subject matter on each poster had to fulfill two criteria:

— To be culturally / historically meaningful for the era.
— That the artist creating the work feels a connection to the subject matter


In addition to screenprint large format posters, the Analog Lab created Risograph versions and requested the posters be adapted to buttons for wide distribution.