The hand lettering demanded a bold brush stroke with a dynamic line to complement the energetic display font. Ledgard Jepson turned the uneven word length to their advantage by asking me to stack the lettering with negative space on the left, to frame imagery and balance the design.
The striking corporate yellow backgrounds were used as a unifying brand element across the the campaign, while the bespoke brush lettering added a free-flowing, human touch to the overall design.
Managing Director, David Exley, talks about the concept behind the campaign:
"Cleveland are the largest suppliers of containers in the UK, and their biggest selling point is their customer service. We created a value proposition ‘Cleveland Can’ and aimed to highlight the various touchpoints within the business, from hire through to sales and maintenance, putting people at the heart of the campaign.
We recommended some bespoke type from Ruth, and as ever she came up trumps with this heavy brush stroke type. With a long word ‘Cleveland' and a short word ‘Can’ it was potentially challenging, so our aim was to use the negative space to hold visuals."