20th century fox wanted an iconic poster design for “Kingsman: The Secret Service,” I was briefed to create an alternate visual poster that encapsulated the essence of espionage and sophistication found at the heart of the film.

The Challenge

Elegant espionage

Considering that the original marketing strategy heavily relied on photographic visuals, I recognised the need for the design to be different from this approach in order to achieve something unique, especially if intended for limited edition releases. It was imperative that the design was set apart from the conventional mainstream promotional campaign.

The Idea

I'm a winner

Departing from the conventional poster styles, the concept was based on a fusion of two symbolic elements that defines the Kingsman world: the signature black-rimmed glasses and a silenced pistol.

Taking these elements as a starting point, I then merged both concepts into a simplified illustration that possessed the versatility to be applied across all social channels. This approach not only resonated with the film’s message but also provided a visually impactful representation of the core themes within The Kingsman.

The movie’s director, Mathew Vaughn, selected this idea and shared with me the following quote.

We love the simplicity of this idea and design. It’s a nod to the great Saul Bass who once described his main goal for his title sequences as being to ’try to reach for a simple, visual phrase that tells you what the picture is all about and evokes the essence of the story.

Mathew Vaughn