UMAI was so fun to create! The goal was to create the branding for a Japanese-inspired dining location and my team and I were starting from scratch. During the project, my wife and I took a trip, and I kept this project in the back of my mind the whole week. When the idea to use the Japanese pagoda for the 'A' came to me, I was so glad to have my notebook on hand to draw a crude sketch. I was also extremely glad to have a colleague who grew up in Japan help with the lettering so we got all the cultural details just right.

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