ABOUT

Creativity can change the world; a bold statement and sincere belief which everyone in the Vitamin studios holds.

Whilst watching cultural protests in America and closer to home in London for the ever-growing Black Lives Matter movement to witnessing the catastrophic wildfires in Australia, the Vitamin team felt we needed to show our unity and support. The team quickly began exploring how we as creatives could find a way to bring positive action using design, thus the Topic Type series was born.

Typography unknowingly surrounds our lives, through brands, advertising and people. Words create the story, but the font can creatively communicate a new tone, a new voice. Typography sets the atmosphere and expresses identity to the intended messaging. Topic Type AUS for the Australian wildfires was created with an intrinsic idea to translate the unpredictability and destructive nature of the fires into a font. Correspondingly, Topic Type BLM immortalised the protesters’ hand-written calls for change, capturing their voices by creating a typeface composed entirely of hand-held placard lettering. Conveying the energy of the streets into the digital sphere.

Topic Type enabled these stories to continue spreading awareness autonomously, through people who had actively donated to the communities including Australian firefighters and BLM activists.