The fine fellows at Thought Matter 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 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.