3. set the focal point add a focal point—typically your logo or a photo—at the end of the path. Silhouette the image for eye-catching contrast (freeform vs. straight); a slight overlap link the two naturally.4. Add the words place you copy near the path’s end along a vertical axis. Don’t upstage the images; use a conservative typeface, and let the path do the work of leading the reader to your story.