Wes Wilson described his graphic design aesthetic as "visual poetry set into poster formats." Wilson worked primarily in bold colours, to complement the psychedelic light shows which took place during performances at the Fillmore Auditorium and its rival the Avalon Ballroom. His eye-catching posters feature inventive lettering - which became increasingly stylised and illegible as his style evolved. Wilson began designing posters for Bill Graham's Fillmore venue from its opening in 1966, but soon designed exclusively for the Fillmore. The collaboration was relatively short-lived, ending acrimoniously in 1967 (with the exception of two additional posters he created in December 1968).

Wilson’s technique exhibited an expressive approach to composition, and added layers of meaning and allusion that could sometimes be overlooked. For example, at first glance, this poster appears to depict schematic, vibrant flames in highly contrasting colours. At second glance, the names of the bands and details relating to the venue can be picked out, although it is difficult to decipher. But it is only through careful scrutiny that the face of a bearded man, with the Sanskrit symbol adorning his forehead, becomes visible.