MICHAEL GUYER • GRAPHIC DESIGN + ART DIRECTION
MICHAEL GUYER
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The King of Steaks

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Wit or wit out?

What's your order?

Well you better know before you approach the window, otherwise you have to get back in line. Pat's doesn't mess around—and they wanted that to be crystal clear. The tasty design dominated the urban landscape and underground transit rails of Philadelphia, reinforcing their reputation as the original “King of Steaks.” The cheesy color palette and associated photography highlighting their pièce de résistance could arguably inspire any carnivore to hail the closest cab for a Pat’s cheesesteak.

The famed Olivieri family wanted to convey just that. The creative approach here was simple and impactful. You have to stand out in advertising, and there was no way anyone was going to miss these tasty designs.

I'll see you at 9th and Passyunk. Wiz wit, plz.

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