among the myriad of outrageously priced condos going up in seattle is a tower called 1. opening 2008. what a coincidence. so am i.
so the tag line on the side (of course written in sans serif white font on a black background) is "YOU'LL KNOW 1 WHEN YOU SEE IT."
my ad copyrighting experience is screaming to me, as i pass the giant signage while i sit aboard a mostly empty bus, that it would be stronger as "YOU'LL KNOW 1 WHEN YOU SEE 1."
this is because the capital I reads as a 1 at first, but then the T in IT pulls me from the 1 to the letter I, diluting the expression, and the attention to the building name. what should in fact primarily dilute the attention of the building name to people in my position is that it's insanely unaffordable, de facto promotes predatory lending, and is soon to be frighteningly tall.
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