Client / Project

Got Milk? /
Milk Mustache 30th
Anniversary

Agency

Contributions

James Politi on behalf of
GALLEGOS United

08/28/2025

Logo Design
Digital OOH
Motion Design
Video Editing

About

As one of the most memorable campaigns of its era, the Milk Mustache celebrates a cultural milestone with its 30th Anniversary. I created the campaign logo and executed all digital out-of-home placements.

Logo Process

The logo began with Bookman Swash, a typeface chosen for its instantly nostalgic character and decorative flourishes. I customized and extended its swash forms to create connections between words and integrate new shapes tailored to the composition. One subtle detail the team appreciated is how the descending curl of the “h” in mustache meets the “r” in years to form a small drop of milk.

Attribution Lockup

Primary Lockup

Wordmark

Anniversary Mark

A Statewide Digital Takeover

The digital portion of the campaign spanned major regions across California, including Los Angeles, Orange County, Long Beach, San Francisco, Sacramento, Oakland, San Diego, and Fresno. Installations appeared across urban centers, shopping districts, downtown corridors, freeway-visible boards, and landmark destinations such as LA Live, the Gaslamp Quarter, and Santa Monica Place. I delivered 73 unique digital files covering 19 aspect ratios to support the full range of placements.