This piece is another unconventional lettering style from the memory vault. "Go For It" was the first time that I used just letters - in a simple, stripped back way - as the hero element in a poster. The design process started with a search for what words to choose, rewarding always shorter rather than long words, in an effort to give myself more space to push the expressive side of each character further. I always looked for that sweet spot between pure abstraction and a sense of communication, the text in this case could be deciphered but not in a fully clear way, making space for contemplation. /// I'm committing 10% of my gross sale of these works to Carbon180, a climate nonprofit working to create a world that removes more carbon than it emits.
