THE CHALLENGE: Spark a conversation using typography about an underrepresented culture, community, or country. The end goal is to celebrate diversity, and create deeper understanding.
THE IDEA: Most of us have a general attitude of empathy towards societies major underrepresented groups (Syrian refugees, persecuted LQBTQ+, etc), but how do we treat the people in our lives daily? Could the most underrepresented groups in your life be your “neighbor”?
THE WORK: A series of “motivational” posters focusing sent as a mailer to agencies, boutiques, shops – anywhere that can appreciate beautiful typefaces. Art Direction & Graphic Design by Lydia Hesterman + Graphic Design by DeLana Coburn.
CAMPAIGN LAUNCH: POSTERS
These posters will launch the campaign and be posted around large cities, community centers, and sent to design firms as a direct marketing piece.
PHASE 2: PERSONALIZED POSTERS
After the posters gain momentum we will launch a mobile site that allows people to make their own posters. Monotype can reach out to designers to create their own versions, in return for a deal on a monotype subscription. The mobile site allows people work with the various font available through Monotype.
PHASE 3: PROMOTIONAL ITEMS
As the campaign slows down Montoype can launch various products related to the asterisk used in the original posters, as seen on these shirts. Through this last phase, the campaign moves from an advertisement into a social movement.