Holiday season of 2021, Jordan Brand needed an authentic graffiti-styled lettering system that behaved like a font—consistent, scalable, and usable across production—but kept the raw, hand-styled authenticity of organic, analog tools.

The brief was simple but exacting: create modular letterforms that preserved spontaneous gestures, varied strokes and idiosyncratic flair while remaining structured enough for repeatable application across the campaign in various print, OOH and digital assets.

It needs to be authentic, but easy enough for the mom of a twelve year old to be able to read it.

Oh - And can it mimic the transparent fade of a fat cap?