TYPE FOR TYPE by Kempertrautmann Hamburg, Shift for Edding

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TYPE FOR TYPE

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Industry Stationery
Media Design & Branding
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Gerrit Zinke
Art Director Simon Jasper Philipp, Alexander Müsgens
Copywriter Max Biedermann, Christoph Gähwiler
Agency Shift
Creative Director Christian Fritsche, Stefan Walz
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: EDDING INTERNATIONAL
Product/Service: EDDING
Agency: KEMPERTRAUTMANN
Agency: SHIFT
Account Manager: Niklas Kruchten (Kempertrautmann)
Account Manager: Elisabeth Einhaus (Kempertrautmann)
Account Manager: Dorothea Feurer (Shift)
Creative Director: Christoph Gähwiler (Kempertrautmann)
Creative Director: Stefan Walz (Shift)
Creative Director: Gerrit Zinke (Kempertrautmann)
Creative Director: Christian Fritsche (Kempertrautmann)
Art Director: Alexander Müsgens (Kempertrautmann)
Art Director: Simon Jasper Philipp (Kempertrautmann)
Art Director Interactive: Johannes Widmer (Shift)
Graphic Designer: Felix Demandt (Kempertrautmann)
Graphic Designer: Tomek Strzalka (Kempertrautmann)
Graphic Designer: Enrico Hoppe (Kempertrautmann)
Copywriter: Christoph Gähwiler (Kempertrautmann)
Copywriter: Max Biedermann (Kempertrautmann)
Technical Planning: (Shift)
Programming: (CTNM Computertechnologie + Neue Medien)
Music/Sound Design: (Supreme Music)
Film Production: (Five Three Double Ninety Filmproduction)
Special Effects/Animation: (Optix Digital Pictures)
Media placement: Documentation - Http://vimeo.com/38870492 - 15 March 2012
Media placement: Website - Http://type-For-Type.com/ - 28 March 2012
Media placement: Facebook - Http://on.fb.me/I9xdQc - 28 March 2012

Describe the brief from the client
With the Wall of Fame in 2011, edding was brought back into the focus of illustrators and designers all over the world. 2012 the German pen-manufacturer wanted to surprise this important target-group with a new campaign.

Describe the challenges and key objectives
A great share of this advertisement - critical target group spends most of their of time in front of the computer - for work but also for fun and inspiration. Therefore our idea had to be appealing, so they could be convinced and involved.

Describe how you arrived at the final design
Type for Type is all about a promise. And a font. The promise: 'An edding writes on anything'. The font: The digitised edding 850 by Büro Destruct. The font is constructed of the 2-line widths of the edding 850, and contains over 230 characters. The design of the download page follows the idea: It is a collaborative text-editor in which the user has to write a message in order to download the font. Every download comes with a PDF-magazine, featuring designs from the project gallery using the font.

Give some indication of how successful the outcome was in the market
In the first weeks, the collaborative text document grew hundreds of pages, the font was downloaded over 8,000 times and the 5-minute documentary was viewed over 40,000 times. There were thousands of tweets and blog posts about the project. And even better for edding: The font is actually being used - already there are countless design examples using the font, including a feature in an insert in Germany's biggest daily newspaper.