Facebook has a long list of regulations on branded content. One of the most pervasive restrictions is the 20% rule:

Before posting, an automated algorithm checks the percentage of text within the post’s visual. If it’s more than 20%, the post is rejected.

To help our brand speak up without restrictions, we created a font that could outsmart Facebook.

Snow Skin, a brand of beauty supplements, needed a way to speak up despite these limitations. To bypass the 20% rule and Facebook’s algorithms, we created a font that could outsmart Facebook’s text detection algorithms.

We made a typeface out of images so when the post was uploaded, the algorithm would identify the copy as visuals allowing us to bypass the 20% rule entirely.

Each letter was shaped around an image of beautiful skin to feature Snow Skin’s RTBs but still designed with readability in mind. The end result was posts that could easily stand out in a digital feed as the only ones that could speak freely.