-To launch the Fontsmith brand and their characteristic library of fonts in China.

-To do it in a cost effective and targeted way that could be amplified in order to create a larger footprint for Fontsmith in China.

Historically, fonts are sold in brochures and booklets as shapes devoid of any personality or meaning. So the objective was how do you transform the way people look at fonts? How do you take fonts out of brochures and showcase them in an entertaining book format that brings out their true character and make them feel alive?

The book was part of a bigger campaign that centred on the exhibition of its content. Over 200 invitations were sent to influential designers, art directors and the press who either attended the private view or visited during the 5 days the exhibition was opened to the public. PR from the exhibit ranged from online Digital magazine, a leading information, intelligence and conversation content for marketing and media communities, to China Business News Weekly, an established magazine for Chinese and international companies, where it received a 4-page article. Over 200 copies of the book were sent out to the select group designers who expressed an interest. The exhibit was then shipped to London so that the book could be distributed in tandem.

The concept and design for the book involved creating an online dating profile of a girl used to trigger genuine responses from male suitors. The flirtatious emails that showed the most personality were then brought to life by a Fontsmith typeface that reflected the writer’s character. Be it bold, cheeky or charming. In turn, the messages were crafted into pieces of art ranging from oil paintings to metal. The finished pieces were then exhibited in a Shanghai art gallery before being turned into an art book.