A poster for Awa Odori (Awa dance) photo exhibition ’Sheer Pleasure’. As a part of a national and international PR for Awa Odori festival, a traditional performance art that has 430 years of history in Tokushima Prefecture in Japan. Splendid yet elegant way of dancing is unique to Awa Odori and it is also expressed in the poster as well. Typography ‘AWA ODORI’ is expressed symbolically by using items related to Awa Odori as a motive, such as a special Japanese hat and musical instruments. In this project, we tried to express the beauty in traditional art by visualizing them in a modern way.