Originally a zine published by renowned pastor and author Joshua Harris when he was a teenager, New Attitude is committed to believing, living, and representing the truth with humility. The movement grew and by 2001 was part of Sovereign Grace Ministries and held an annual conference in Louisville Kentucky for Christian singles.

For the New Attitude 2002 Conference, a suite of posters and brochures was developed utilizing the theme of a road-trip-as-pilgrimmage, since many attendees would carpool and drive from all over the country to Louisville. The main audience was young Christian singles so the entire package was designed end-to-end to form a connection with the viewer.