[Noob] What effect/method is used to achieve this text look?

[Hcfielden]

I really like the way "Florida" and "Avenue" appear to slant, but are actually just changing in size. When I first saw this, I just assumed it was a transform effect, but it seems like it might actually be something different. What's the best way to go about achieving this? 

[Doug A Roberts · Accepted solution]

You can achieve similar things with an envelope or the archaic free distort effect, but the absolute best way to create sign-writing like this is to draw it out carefully with guides.