In April 2026, the Gallery at Marina Bay hosted a month-long photography exhibition entitled “Ocean’s Edge.” This presented a design challenge: How do you make text and visuals work harmoniously?
I started by identifying the key information people needed: what, why, when, and where. This seamlessly fit the gallery’s goal of attracting people to the event.
Next I selected a photo that carried a sense of drama, was identifiable as an ocean at any size and aspect ratio, and had a literal “edge.” I donated one with a distinct horizon from my collection of sunset shots.
How do they work together? The horizon was the solution.
How the edge works
While the visual background would set the stage, the title “Ocean’s Edge” would serve as the tangible hook. The horizon became the lynchpin between them. To make the text appear part of the sky, fading into the ocean-riding haze, I masked out the bottom edge.
Traditionally, event ads need:
- A strong hook: Something that gets people’s attention and set the tone in an instant.
- Critical information: What they they need to know about the event.
- A call to action: How to RSVP, sign up, show up, buy, donate, etc.
As a free event, Ocean’s Edge info doubled as its call to action.
Variations to suit the media
Using the horizon was a guideline, not a rule, that I could adapt for different media. For example, in the poster mockup I placed “Edge” underneath “Ocean’s” to optimize size for the most impact. Both still hung on the horizon, and faded into the haze. When designing cards, I placed extra information on the back. This allowed me to play with reflections in the water, underscoring the illusion that text is part of the photo.
*Disclaimer: I was featured in the art show and found myself in good company.
The results
