I found this advertising campaign in the September/October 2014 Communication Arts Design Annual. Milto Cleaners is a small, family-owned dry cleaning chain in Indiana that was founded in 1970. They wanted an update to their branding to communicate the experience and care that goes into their dry cleaning. Molloy Design used a slab serif font to give the advertising materials a traditional, yet modern feel. It helps to communicate to potential customers that Milto Cleaners has been around long enough to become masters of their craft, but that they aren't out of touch or too old-fashioned. This campaign shows that the right font can convey your message without having to directly state it, which I'll keep in mind for future design work.
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