The fine fellows at ThoughtMatter approached me to create a huge 48×72 inch poster highlighting their goals and values, which was to be displayed prominently in their New York studio.
My idea was to present the values as a kind of “13 Commandments” by creating an elaborate and highly detailed custom lettering design evocative of a biblical text or scripture. A design that conveyed a sense of gravitas and importance and lived up to the aspirational attitude of the values.
The project went on to win a Communication Arts Award for Typography.
The primary lettering elements (headlines and sub-lines) were separated out from the poster for alternative uses. This required the addition of more simplified, alternative swashes and terminals for the primary headlines.
“Dan took my brief and ran like a leopard. His passion, tenacity and desire for excellence in the final creative execution was spectacular. It’s fair to say he put his heart, soul and spirit into this. There’s creative typographical masters of the art… and then there’s Dan.”Ben Greengrass – Creative Director, ThoughtMatter