Letterpress Work Presentation
I’ve always been told that a design is successful when its message is immediately clear to its audience. But Dafi Kuhne introduced me to a different perspective: positive distractions. In an era of shrinking attention spans, a poster that makes someone pause, look away from their phone, and genuinely wonder what it’s about isn’t failing—it’s fulfilling its purpose. It disrupts routine, sparks curiosity, and in that brief moment, it has already made an impact.
Kuhne also speaks about toxic typography, describing it as “the world being intoxicated with boring typography and other bad things” (2025). His work challenges this idea, pushing the boundaries of traditional type design.
As a designer who also illustrates, I’ve always aspired to develop a signature style—something distinct and recognizable, much like many artists have. However, Kuhne takes a different approach. Rather than adhering to a fixed style, he adapts his design language to suit each client and project. Every piece he creates is tailored specifically to its purpose. Instead of imposing a singular aesthetic, he ensures that his work serves the needs of the project. In return, his clients must trust his expertise, knowing he will deliver exactly what they need—even if it’s unlike anything in his previous portfolio.
The sheer amount of effort that goes into a single poster is remarkable. His process, which applies just as well to brand design, involves immersing himself in the client’s brief for two to three days—experimenting freely, evaluating what works and what doesn’t, and refining the strongest concepts. This iterative process continues until the final design feels just right.
His workflow seamlessly merges digital and physical techniques. He begins by experimenting with letterforms, crafting the initial design digitally while also producing physical samples. Once the client approves the concept, he brings it to life through letterpress printing.
What stood out to me most was his approach to creative decision-making. Instead of restricting himself based on feasibility, he first proposes what he believes is the best possible direction for the project. Only after receiving client approval does he figure out how to execute it—going to great lengths to achieve the envisioned result.
I also learnt of the importance of maintaining a visual inspiration bank—something to draw from for future projects. I also developed a deeper appreciation for how limitations can fuel creativity. Despite working with a letterpress machine that wasn’t large enough, he found a way to produce oversized posters without generating extra waste.
He also stressed the method of seeking inspiration—not to copy, but to learn and improve upon it. His philosophy is built on two key principles:
a) Always credit your sources.
b) You take and you improve.
Above all, Kuhne’s approach reinforces a powerful message: respect your work and your working style.