The “ykiu” was drawn by yours truly, an example of my dabbling in hand-letting. Easier said than done, but after 30-40 tries of writing the word, I feel I landed on one that fits the bill.

You Know It’s Us, a faux-brand and lifestyle-defining phrase that came from the depths of the creative soul during a mountain biking trip to West Virginia. Something about it: “You Know It’s Us,” has a fun, playful yet marginally cocky ring to it. More so, it definitely creates a feeling, as a catch-phrase should.

This concept hints to the marketing side of my mind, as people near-and-dear to the origin of the word still use it to this day. This piece was a potential application for an urban-inspired goods company. Once again, I think it fits the bill.