The transformed signboard project started from the original warning interpretation. The redesigned view illustrates moral and basic words of needs that, with their minimal technical humor, first deceive and then give a reason to motivate the viewer. The words illustrate a list for a personal development.

The concept of the project refers to Abraham Maslow’s psychological theory, the Hierarchy of Needs. At the lowest level of the Maslow Pyramid, there are basic physiological needs such as hunger, thirst, etc., and then moving towards the top of the pyramid, higher and higher motives appear. According to Maslow, the needs at different levels of the pyramid only occur if the needs below are partially met.