The key to this campaign was to come up with a visual concept that would be variable, accommodate all the offered study programs of the UPOL Faculty of Arts and respect the already set visual rules of the faculty's communication. For the communication of a wide range of fields and professions created by these fields, I have chosen an easy-to-read font that is reflected in visually conceived words across all applications. The ends of the words seem to disappear here, creating an interesting effect in an otherwise uninteresting text.