My latest project developed for a building next to I-15. The original design had a big hole in the wall with a fire burning inside to make the building appear on fire, but the message was changed to its current form and so we developed the idea of a brain on fire and moved the fire inside the type to create the illusion. The optical illusion isn’t as strong as the original design, but the message is stronger than the one we had before, so the compromise was worth it.