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.

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, a leading information, intelligence and conversation content for marketing and media communities, where it received a 4-page article. Over 200 copies of the book were sent out to the select group of designers who expressed an interest. The pieces were then shipped to London so that it could be exhibited there.

The concept 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 for 5 days. A private view was held for designers and media and a book was later published to be used as a direct mail piece.

The target audience for Fontsmith are mainly a select group of designers and art directors who frequent art and design exhibitions. Rather than going the usual route of producing a print campaign or traditional direct mail piece, an innovative and targeted campaign was created that was more experiential and in keeping with the product. By highlighting how letterforms can be seen as art forms and exhibiting the work in a gallery environment, our target audience could experience Fontsmith’s fonts in a totally original way. This also allowed Fontsmith to gather contacts so that the following book could be precisely targeted.