ADC Young Guns, Typography/Lettering April 17, 2017
Rich Tu: Hamilton Hustle
Young Guns 8 winner takes on the world's hottest musical for AmEx
Jersey-born, Portland-based artist and ADC Young Guns 8 winner Rich Tu hasn’t been featured on the ADC Blog in a while — kinda surprising since he’s one of the most active and engaged Young Guns in our creative community. So when we saw him associated with the most talked about musical to hit Broadway in ages, we knew we had to find out what he had been up to.
“I recently worked on a project for American Express and Hamilton. American Express threw a series of parties to celebrate their launch of the Platinum card and they teamed up with Hamilton to create a unique event experience at The Diamond Horseshoe at the Paramount Hotel across from the Richard Rodgers Theatre. The Diamond Horseshoe is a massive and beautiful space and I was tasked with creating custom lettering utilizing the lyrics of Hamilton.
Working alongside Momentum Worldwide and their Design Director, Anthony Scerri, Rich immediately knew exactly how he wanted to approach this project. “The existing look of Hamilton is already so iconic, the client felt confident that we could do a modern take on aesthetic that spoke more to the energy of the show and its themes,” he explained.
As a child of immigrants, the AmEx/Hamilton project greatly affected Rich. “I’m a first generation Filipino kid that grew up on the east coast, so this project holds a special place in my heart,” he says.” I believe that Lin Manuel Miranda’s masterpiece speaks truth to power, so the lyrics resonated with my heart and mind, especially in the current climate.”
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Tags: Momentum Worldwide, Rich Tu