Chicago’s number one DJ approached us to develop his personal brand. He wanted to develop a brand that fit his personality and showed his personal touch. Through the creative process several concepts were developed showcasing the personal touch. The brand needed to be one that stood the test of time. What a better way than through a personalized signature. Celebrities have their definable autograph that is a desirable commodity for any fan base. We wanted this to be the same for DJ Dan Morrell. The signature was made into a specific font and was complimented by a secondary typeface. The hand written signature gave a great platform for other collateral and became a recognizable element for the Dan Morrell brand.