Objective: Create a kinetic package around the idea of a lucky penny. One motion must trigger another.
Audience: Collectors and keepers of small things who already believe ordinary objects are worth holding onto.
Strategy & Concept
You Lucky Dog started with a question, not a mechanism: how does a penny become a lucky penny? Through a journey. Through the finding and the remembering. So I built the mechanism to stage that moment rather than illustrate it. The name came from the phrase itself, what you might say to someone who just picked a penny off the sidewalk, and the dog became the storyteller who does the finding. The first edition follows the 2009 Lincoln "Formative Years" penny, which depicts young Lincoln reading on a log in the southern Indiana frontier, with a series built to stretch into future editions pairing different historic pennies with their own landscapes, colors, and storytellers.
The logotype is drawn from woodcut type and the illustration from linocut, both carved relief surfaces, echoing how coins themselves are pressed from carved dies.
