Client: Chipotle
Services: Hand Lettering
Animation: Ben Brown Motions

In 2018, I had the exciting opportunity to work with Chipotle’s in-house design team. They had found my work on Instagram and were in need of 10 hand-lettered compositions of a new phrase to be used in both internal and external marketing: Cultivate a Better World. Over the course of the next few weeks, I iterated 100 compositions and submitted 30 of them for review. They chose the ten that best fit the look they wanted, and we continued to tweak and reiterate those options until we arrived on something we were both excited about. It was a surreal and humbling experience, and I am grateful for the opportunity, as well as the graciousness and collaboration of their entire design team.

A few months after the first lettering designs had been completed, they reached out again looking for a few more pieces in a similar style. They needed four phrases to represent their employee values, and they needed one set in English and one set in Spanish. We went through the same process of iteration, submission, and reiteration until we locked down a consistent set that look cohesive in both languages. We worked with Ben Brown Motions to bring each composition to life through the animations above.

Pictured above are a selection of some iterations, as well as the final chosen compositions during the editing process.

This collection was used in employee videos and social media campaigns. (Images credited to Chipotle.)

A selection of the process and multiple sketches behind the final compositions chosen for the “Cultivate a Better World” campaign.