Additional adjectives which influenced my direction were from STRONG - Solid, Distictive, ANGULAR
Confident - BOLD
Ambitious- SUCCESS
I considered how I could adapt an existing typeface to reflect Lewis'personality:
Elongate,
Shorten
Remove serifs
Double/magnify, make bolder,
Explore negative space
Broaden shoulders
Lengthen
Take ears off
Sharpen corners
I also considered fonts which may appeal to Lewis.
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