The design concept is a visual interpretation of the many dualities associated with Kiruna and its relocation. These include: history vs. future, peace vs. destruction, utopia vs. reality, and industry vs. nature. The duality theme is expressed through a series of poster pairs, where images and typography are juxtaposed to highlight the opposing forces involved in the complex process of moving an entire city.

To reinforce this idea, two contrasting typefaces were used — serif for Swedish and sans serif for English — throughout the title design and all other communications. This bilingual typographic system proved effective for object labels and the exhibition publication.

The fluorescent yellow color was inspired by the safety vests and workwear worn by mine workers. It also echoes the high-visibility tape used to cordon off areas of the city during the relocation process. Exhibition signage and area texts were screen-printed onto moving blankets, further emphasizing the theme of transition and movement.