Custom Lettering:
Pitch
Experimental lettering inspired by the pitch drop experiment, in which pitch (a highly viscous liquid) is allowed to settle in a funnel, and then tracked as it forms a drop over the course of a decade, prior to dropping.
This lettering was designed to capture the feeling of a drop forming over time, as the liquid forms into a bulb and slowly thins until it breaks off.
Art Direction: From Studio (concept) | Margaret Park and Leonie Cicirello (on-set)
Creative Direction: Margaret Park
Photographer: Kat Borchart