Stage I
Our concept was to show the process of alteration by transitioning from a serif to a sans serif typeface. (Serifs are the little points on the ends of letterforms, like the "feet" on the bottom of a lowercase p.) ITC Legacy Serif and Sans made typeface selection a cinch.

Stage II
We began by "snipping off" some of the serifs. We then had the serif letterforms "fall off" where the type transitioned from serif to sans serif. But that still looked plain, so we changes "erations" to an italic.

Final
We kept the "alt" of "alterations" in sans serif but slanted each letter increasingly to transition more smoothly into the italic (note the difference between the two lowercase t's). We added color, showing through the blends how change happens over time as you read the sentence. Lighter colors helped the "falling away" serif type disappear. We added the curved shape in the background for dynamism and topped it off by warping all the type so it seems to curve along the background shape.

Complex technical applications for a simple result: Alterations over time!