This part can best be described by using some typographic principles that I’ve learned over the years. First of all, choose a typeface for your headline. In this tutorial I chose Knockout FullFlyweight by HF&J. I could have chose ANY typeface, but I was going for iconic, clean, simple, minimalist, bold, and classy. Give all your text the same brown color as your iconic centerpiece.
One cool trick to make your headline standout (and help with creating type lockups) is to “bar off” your type. This simply means adding horizontal bars on the top and bottom of your type. The thickness should be somewhat similar to the thickness of your type.