Commissioned by 91+9 Agency to redesign the iconic Jitlada restaurant sign in Los Angeles for JID’s Grammy nomination dinner, the brief was simple but high stakes — make it feel like it always belonged there. Working from reference imagery of the original signage, each letterform was hand-traced and rebuilt in Illustrator to match Jitlada’s custom typography, then carefully relettered to read “JIDlada” while preserving the warmth and character of the original.
The entire lockup was concepted, refined, and delivered in under 24 hours for a sold-out celebrity event. The sign went up, JID celebrated his nomination underneath it, and the photos went everywhere.
