Lately, we see a lot of custom typography being use has graphical elements. In this case, the Puma Archive Collection for Footlocker, the type treatment has even more impact than the product itself. I've seen this particular effect done before by Mario Hugo, but it's still nice and works very well for this branding strategy. There's a lot of ad posters through out New York City (subway, small billboards, etc.) and it's very eye-catching. Everybody seems to look at it.
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