“I would rather chase a thousand wild ideas than one unattainable ideal.”

IDEAS OVER IDEALS

Graphic designer and surfer Cherto started creating the IOI posters as a form of therapy. They represent his ideas about the world around us and the ideals we're desperately trying to chase. In his search for perfection, Cherto experienced burnout, which forced him to reflect on his habits and life goals.

IOI motifs draw from Cherto’s perception of pleasure, progress, paradox, intimate relationships and human connection to the world. His style is influenced by minimalism, the Bauhaus movement and pop art. By designing with perfect geometric shapes such as the square and the circle, Cherto plays with the ideas of ideals engraved deep in our subconscious.