Our brief was to create posters and other materials for the 2023 D&AD Awards Exhibition in Tokyo. As a secondary objective we also wanted to encourage people to think deeply about the functional purpose of design. So we chose a design motif that focused attention on the functional role of design, rather than on its aesthetic and decorative aspects. We sought to communicate the idea that beautiful design — in and of itself — should not be the end goal. Instead, design should perform a function that makes the world better and more meaningful than it was before. We used the transmission towers that support high-voltage power lines as a visual symbol because they are a familiar feature of landscapes everywhere, and although they have a certain geometric beauty of their own, it is ultimately the function they perform that gives them value. To create our posters, we used a combination of silk-screen printing and offset printing to give the power lines an organic, analogue appearance, creating a sense of movement that represents the flow of electricity and the dynamic nature of functional design.