Product / ServiceFONT LIBRARY
CategoryA10. Typography
EntrantBBH CHINA Shanghai, CHINA
Entrant Company:BBH CHINA Shanghai, CHINA
Design/Advertising Agency:BBH CHINA Shanghai, CHINA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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

Indication of how successful the outcome was in the market

The book was part of a bigger campaign that centred around 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.


Name Company Position
Johnny Tan BBH China Executive Creative Director
Yu Kung BBH China Creative Director/Artist
Alicia Kennedy BBH China Account Director/Artist
Ken Wang BBH China Producer
Mary Feng BBH China Producer
Arto Hampartsoumian BBH China Ceo
Christine Ng BBH China Managing Director
Andy Edwards BBH China Head Of Planning