A complete launch campaign, including naming, creative development, design, print, fulfilment, social media support, PR and advertising.
Working with a new release by leading type designers Fontsmith is always a joy. This one was unusual in that it was designed in both sans serif and slab serif forms. Based on its interesting angles and hidden depths we Christened it FS Silas - The Enigmatic Type. The central campaign idea was inspired by classic espionage, providing plenty of inspiration and intrigue for the materials to work with.
At the heart of the campaign sits a beautiful printed type specimen. Using different paper stocks and page sizes printed only in black ink with white foil on the covers, it references dossiers and secret files as well as the classic type specimens of the 1950s and 60s. Content was drawn from numerous sources, providing a glimpse into a clandestine world.
To accompany the specimen, we worked with creative collective The Space Between, who made a series of short and intriguing films using only the typeface itself, each one revealed in sequence on social media in advance of the launch date. This was then followed up with a month-long online advertising campaign.
Videos on our site of interior + pre-launch teaser.