In 2017, McClatchy launched a rewards program for its subscribers. For the logo, I wanted to evoke friendliness and excitement, but I also needed to ensure I could pair this logo with the existing logos/mastheads of all 30 McClatchy properties in a balanced way that still tied back to our brand as a reliable and strong news organization.

In the end, I settled on a hand-lettered design over using a typeface to achieve the balance I was looking for. I wrote the initial word on a wacom tablet and then used Illustrator to refine it so that the letterforms would have cohesive weight and and flow. I also gave the baseline a slight upward angle to give the word a light and lifted appearance.