Fontsmith —
FS Industrie launch

Project images

Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch Fontsmith — FS Industrie launch

Project information

To launch Fontsmith's ambitious new type system, we devised an equally ambitious campaign. 1200 unique type specimens, each one personalised with laser cut covers and variable print throughout, together with a series of 10 limited edition letterpress prints.

FS Industrie is designed around five widths and seven weights, creating a total of 70 different variants — presenting a real challenge to communicate through a single print piece. The campaign, themed around "The Future of Work", blends traditional and contemporary print and production techniques, featuring personalised and variable data in up to 35 positions throughout the document. Content was adapted from the results of an online survey (completed by over 400 creative professionals), and this direct connection to its audience enabled us to deliver a more memorable and engaging result.

A limited edition letterpress print was inserted into each cover pocket, that we commissioned from 10 international studios and designers. Supporting imagery and online advertising was used to drive further interest. 100 exclusive copies were made available for sale on the Fontsmith website, two thirds of which sold on the day of release.

"This is a truly marvellous piece of design. You have worked very hard on a concept that wasn’t easy. This is what makes you guys as good as you are. Thank you and well done." Jason Smith, founder, Fontsmith.