He spent the next hour typesetting the billboard. “WE’VE GOT THE TOOLS TO FIX ANYTHING.” He set the brand name, “HENDERSON’S,” in SMB Advance at 144pt. He added a subhead: “Since 1948.” He played with the kerning, which the font seemed to do on its own, pulling letters together or pushing them apart with a will of their own.
It was enough.
Once the new font is live, treat this like a brand refresh. Announce it on social media. The psychological effect of a "new look" often triggers existing customers to buy again, increasing your daily revenue to help pay back the advance faster. smb advance font
It was 2 a.m. He had to send the proof by 9 a.m. He spent the next hour typesetting the billboard