No, it's absolutely a great thing. What's wonderful for me about it is within a parameter, I get to reinvent it every year, because I mess with the letterforms and do them in different ways. But you can always tell it's The Public, there's just something about it. It's on the streets of New York and it is in the subways and in places where people are, so they see it and they recognise it. Now they have all these digital boxes on the street so I can make the theatre graphics in motion and create animations that are on the street, which is wonderful. I love doing it.