studio marcus kraft





too big to fail




installation made for ‹grafik12› exhibition in zurich. an oversized black helium balloon got hand painted with white letters. the sentence ‹too big to fail› can only be read by circling the piece - and has afterwards reached its self-referred statement.

the project refers to the usage of the sentence ‹too big to fail› in economic and financial policy. while trying to install the balloon in front of the headquarters of ‹UBS› and ‹credit suisse›, it was assassinated in cold blood by the police of zurich.

material: white paint on black balloon, cord, barbell
size: diameter 1.50 m,
height 4.00 m



graphic, design, art direction, marcus kraft, markus kraft, marcus, kraft, markus, grafik, gestaltung, typografie, typography, konzept, concept, kultur, culture, Plakat, Plakatgestaltung, poster, Buch, Bücher, book, Buchgestaltung, book design, editorial design, Beschriftung, lettering, Architektur-Buch, Architektur, architecture, type structure, Zeitung, Magazin, magazine, font, Schrift, newspaper, newspaper design, Plakatgestaltung, poster design, Visuelle Kommunikation, visual communication, Visuelle Gestaltung, visual design, layout, Kommunikationsdesign, communication design, Printmedien, printed media, printed matter, Erscheinungsbild, corporate design, editorial, kunst, kunstbuch, art, direction, illustration, photography, type, typo, basel, basle, zurich, schweiz, switzerland