London is the new LA was a logo and typeface I designed for their brand. My clients stated they wanted a homemade look and feel, whilst being able to represent London in a way that was not the skyline or an often associated semiotic. I chose to use a mug with a teabag hanging out. They wanted a typeface that reflected this ‘sketchiness’ and ‘homemade’ feel, so, I created their font using my handwriting. My clients loved the logo and the typeface, and have used them throughout their events. I also helped my clients with making intial merchandise for their events, making T-shirts, in two different colourways.