Custom lettering is special because it allows you to tailor aspects of the letters, and make use of visual opportunities unique to the combination of letters within that particular name.
I take inspiration from many different places, but the most important guidance comes from the client’s brand itself. Clients are not always able to verbalize exactly what they are trying to achieve so it’s up to me to be a visual translator (and sometimes mind reader) to get them where they need to go.
Although the technical execution of the lettering is incredibly important, I believe that portraying the right character and emotion is of equal importance. With each wordmark I try to distill the character traits of a brand into the lettering itself.