One of Chicago's premier printers, Classic Color, had reached out in need to develop an experience for AIGA Chicago's Annual Members Meeting. They were beginning a naming transition from Classic Color to Classic and wanted to attract additional attention within Chicago's Design community. Being held at Salvage One, Classic and I decided to focus on a preexisting onsite photo-booth. In celebration of You-Are-Beautiful's 10th year, we thought it would be a great opportunity to get them on board too.

Sitting down with Classic's logo, the upper quarter curve of the "c" was extracted to inform the structure of the "Photo" hand-lettering. Inspiration came from the vintage glass and neon signage of camera shops, specifically Chicago's Central Camera. As a complementary typeface to the lettering and the logo, I created Sindsans by adopting the roundness of the lettering's curves and coupled it with the extended sophistication of the Classic type. Through inserting a bit of the rawness generally derived from hand-lettering, the "You Are Beautiful" type contains a rich personality of honesty and inclusiveness. Salvage One felt the experience was a large success and has turned our booth into a permanent installation.