BECK'S BEER

Sattchi New York wanted a typographic billboard that displayed a traditional style calligraphy merged with modern typography to promote their "light" beer. I calligraphed a Gothic Blackletter style with the Initial Cap"G" to suggest their old style "traditional beer," transitioning to a modern "light" weight of type to suggest Beck's light beer. Beck's Beer has a long history as a high quality import, yet modern, by offering a light beer. Billboard ads were shown regionally including New York City.