With the worsening smog in Asian cities, the threats to national health from air pollution can no longer be ignored. This was the starting point for the Seen. Smog project, involving posters and promotional materials for a public health and awareness campaign across Taiwan. Besides human well-being, the designers also wanted to draw people’s attention to the potential damage caused by pollution to important historic monuments and cultural assets. The range of posters stress the theme of visibility, or rather the lack of it, in some of Asia’s rapidly developed cities. Photographic images of endangered animals such as the giant panda, human beings sporting protective masks, and prominent internationally renowned landmarks, are partially obscured and softly focused so the viewer is unable to discern the whole images. Designed to reinforce the World Health Organization’s message the Asia is home