Operating his printing and design practice under the name Crosshair, Dan MacAdam has taken a unique approach to poster art while working with the screen-printing medium for more than 15 years.
His recent work fully integrates the text — which is generally minimal — into the visual context of the image instead of displaying the text and image as two separate entities. Thus the image as a whole appears natural and undisturbed as it provides information to the viewer. In essence, instead of reading, the audience is viewing and absorbing the design.
