Following the announcement that the St. Bride Printing Library was declined an application for funding, the university set a hypothetical brief to produce an advertising campaign to be displayed on the London Underground.

With one poster being designed for the escalator displays, dwell time was extremely short. This led to the content being restricted to the minimal, with the design being visually stimulating to create interest among commuters.

A follow up poster was to be placed in the tube carriages, allowing for more content to be included due to the likelihood of a longer dwelling time.