This project is a hypothetical poster series for the Adobe brand as a part of an advertising campaign called Adobe: Life Swatches. This is where we had to create a series of three posters that explore colour, pattern and the elements and principles of design through a specific social theme

First Year BA Graphics and Multimedia Design

The posters represent the concept about my passion for cycling, specifically mountain biking and the outdoors. To me, these are my happy place. Being surrounded by nature is like rehabilitation and recovery for me. With mountain biking and nature I am able to let loose and relax. It is a stress reliever and gives me a sense of freedom. This experience is enjoyed by many mountain bikers and outdoor explorers worldwide. When we ride on the dirt trails or jeep tracks of farms, parks, cycle parks, game reserves or any place that hosts an off-road area for us to utilise, we feel as a part of the natural environment. My idea for this concept is to share and promote this message with other cyclists and non-cyclists through the posters which I have created. The colours used (in terms of colour psychology) help relay this message along with pattern designs, photographic manipulation and mixed-media.   
The target audience associated with these posters are cyclists and outdoor explorers. The age range is from children to the elderly, who are able to cycle and explore the outdoors. There is no limitation within this group as it is aimed at multi-racial males and females who share the same experience of cycling and the great outdoors as I do.  The audience of this group ranges from amateurs to professionals. The trend is about sharing my message of the experience of cycling and the great outdoors.