More specifically, The Discovery Process poster was for Cooper Carry’s division that works with universities, especially on research and scientific facilities. Part of a series of promotions directed at administrators and science/technology groups, “The poster is not about architecture, at least not obviously,” says Iconologic creative director Matt Rollins. But whether discovery takes place in an architectural studio or a lab, he says, it’s “an open-ended process that keeps the process of collaboration cooking.” The sense of humor evident in the poster “reflects that fact that discovery is not as cut-and-dried as the scientific method would make it seem.” And evoking a laugh helps this poster—and the client—stand out. “Humor is not something you see a lot of in marketing for architectural firms,” Rollins notes dryly. by Tom Biederbeck