claiming creative

I spoke with Tom this morning. There is a place across the street from his hotel that has the tag line "we're creative. you're creative." It is written in Sand font. Sand is one of my least favorite fonts. It in the font all of us used in our first semester of ad school because we thought it was "creative". So how perfect that it was the chosen font of this line. The font negates the saying. So I decided to do a mock up of the tag line with a gradient as a background. Because, unless it's a Grateful Dead poster from the 60s, gradients are just plain bad.