Here’s a look at the new Lure identity. The idea behind this type-centric design was to create something contemporary but a bit retro at the same time. The complex blocks of information are carefully designed to bring the most important information forward. Those type blocks are printed in black over a big fluorescent LURE on bright white stock. For the business cards, we each designed our own card within the parameters of the typographic concept. On the cards, the black plate was letterpressed by our friends at Mama’s Sauce.