2012 Winners & Shortlists

Brief Explanation

The choice of Font plays a big role in the language of design. As such, designers study their Type options very carefully before deciding on which one to choose. Our challenge was to appeal to this designer niche in a way that they would find engaging, to truly illustrate how these Types could be implemented in actual design and show their real potential. Capturing their attention would require more than just a typical mailer; we had to send them a piece of artfully crafted material that resonated with who they were, spoke their language and captured their imagination, endearing them to our message and client.

The Brief

HypeForType is an online seller of specialized fonts. Our brief was to design a mailer showcasing their range to design circles, getting their name out to potential clients in the UAE and other regions.

How the final design was conceived

Designers cringe when they see poor design. But what would happen if Type became alive and rebelled? What if we gave the Type itself a voice, a platform to speak out against inferior design and rise up against its users? We created “Typographic Revolt”, an A3 direct mailer that featured HypeForType’s faces and folded out into a set of stylish posters that they could put up on their walls. It served as a tongue-in-cheek propaganda booklet to Type to fight back against bad design.

Indication of how successful the outcome was in the market

Typographic Revolt was featured on multiple famous design blogs, including Creative Review, Computer Arts, Behance.net and Form Fifty Five. Receiving over 25000 views on Behance.net alone, spreading to thousands of independent blogs, generating thousands of tweets and comments over various online social channels. In 3 short weeks traffic to HypeForType.com increased by over 25%, and sales rose considerably.