The word used in the poster is “Memory”. This word can have two meanings: memories or the literal memory capacity sense. I chose the second one.
In the poster there are only two kinds of animals: Elephants and Fishes. The reason why I chose them was only the relation associated with these animals: memory. Both of them are internationally known as extremes of memory capacity: very strong and weak memory, respectively. For the few ones that don’t know it, a fishe’s memory only lasts for about 3 seconds. The brains of the elephant are so big that they almost fill the entire skull and the opposite happens with the fish. I found that difference to be the best way to imply the term “memory” while still making it a little funny.
Some letters were drawn with support of pictures. They all explore positions of the animals to simulate the font.