For more than three decades Kay Rosen has worked on concepts such as language and perception, employing linguistics and irony to reveal contents that are hidden in the structure of words. Rosen's strategy is the play and manipulation of words to explore the visual and formal possibilities of language—typography, color, font size—and its social, cultural, and political potential. Influenced by conceptual art, Rosen's work forces the public to question the way we approach written language and interpret it. In HI, a colloquial English way of saying hello, Rosen creates a clever visual and linguistic game by showing us how this word appears naturally in the alphabet.