In today's information-dense digital landscape, typography is the key communicator to reach across all media.
In three unique, large-format digital experiences, Monotype, in partnership with FIELD Studio London, explored the future of typography: How can type become responsive, emotional, platformadaptive, whilst remaining a powerful messenger of information, style and identity.
Evolved from Monotype’s brand advertising campaign, Type Reinvented was a series of engaging, immersive and interactive experiences, installed at three influential, international events.
We’re all familiar with responsive design, this project attempted to challenge this further by looking at responsive typography and to bring type to life.
Type is unconsciously consumed all day everyday through numerous channels and devices. Type Reinvented used technology to demonstrate the values within typography, how far type can be pushed and it’s versatility on both the page and the screen.
Often wrongly considered static, Type Reinvented invited visitors to really interact with type and explore how dynamic it can be.
Paired with dynamic, motion-controlled visuals and sound, static vectors were brought to life, became fluid, more human, adapting to anything from heat, sound and movement to data and social feeds.
The first installation, Sensual Power, premiered at Le Book Paris in March and focused on the role type plays in fashion. Here, viewer movement created digital posters, with resultant artworks demonstrating the sophisticated craftsmanship of some of our most treasured typefaces.
At April’s Resonate Festival in Belgrade, Monotype presented Glyph.Index - a colorful journey through a vast array of over 35,000 Unicode glyphs that revealed the complexity and variety of modern type. The artwork was a celebration of the global communities cultural diversity, told through rhythmical, shifting patterns.
And in June, one of the focal points of Cannes Lions was Responsive Energy, an installation that explored typefaces in context with space, material and light. In a percussive sequence, shifting letter shapes showcase the flexibility and emotional impact of type, taking it beyond the flat page and screen and into reimagined worlds
The response was enormously positive from both the industry and the public. Everyone who passed the installations engaged with them in some way.
5.6 million twitter users reached by the campaign
20,000 design and marketing industry decision makers passed through the three events featuring the installations.
634,289 impressions generated from one Fast Co article
284,000 impressions from Monotype’s own Twitter, Instagram and Facebook social channels
Highlight coverage from leading names within the design industry including: Fast Co, Creative Review, Design Week, It’s Nice That