Branding is creating distinction, and there’s a point in a branding exercise when a company’s unique personality traits are devised. It’s as if a human being is being built—a living, breathing brand. It’s a part of the process I particularly enjoy.

While flipping through photos I’ve shot in various cities, I was drawn to images of Rome—specifically the distinctive storefront signage so abundant there. You see, I love cities. They’re the result of a massive collective endeavor, with their own unique complexities, histories and discoveries. Cities are rich in detail and no two are alike.

I was struck by the thought of how a city attains its personality without even trying. It just happens with time. In the case of Rome, its signage creates a singularly distinct and beautiful voice. I wonder how Romans would characterize their city.

As a designer, I’m drawn to this sort of detail. And I love typography. I haven’t seen anything else quite like it—in Italy or any other place.