Hand Lettered Tagline

Creative Dept: Re/Max International, Denver CO
Art Direction: Bob Brown, Brenda Barrett
Job Description: Re/Max wants the tagline It’s the Experience to be hand lettered so that it will have an emotional connection to the consumer. They want it to be assertive; yet friendly, and an easy read. I made this hand lettering with a pointed brush. It is one of my earliest commercial lettering jobs with high exposure. I still like it, though my lettering has evolved considerably since then.