We rely look to foundational blocks to create something. I built the copy out of basic shapes to tie the visual to the poster's message around striving for a simple yet effective product.
I used stones to represent load. Focusing on the heavy hitting but small 20% gives us the most impact, and can be an effective way of tackling complicated work.
Based off the copy, I wanted this one to feel like a magic show poster or like those vintage illustrated books looking to the future, so the font and treatment took cues from those retro designs.