PBS American Experience presented the design team at Sawyer Studios with an exciting and daunting task: how can one image define the most iconic modern president?

 

We solved the problem by focusing on what made him the first of his kind—unwavering optimism and inimitable cool. Our team worked efficiently and deliberately, analyzing the president through his defining moments and personality traits before presenting a wide range of directions.

 

I couldn’t be happier with the chosen design. It’s immediate, bold, and undeniable—much like JFK himself.