I believe that great lettering can bring out the spirit of the message and tell a story of love, hope and beauty with shapes. And, when everything else is mass produced and typeset, a great lettering will stand out by showing care and respect for the reader. Also, a great lettering will have a special flavour, unique to that specific word or phrase in that piece so you can’t imagine it being written in any other way. That’s what I’m always aiming for with my work.