LOVE LETTERS by Scholz & Friends Hamburg for FONTPARTNERS.COM

LOVE LETTERS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Stefan Setzkorn, Matthias Schmidt
Creative Director Gunnar Loeser, Markus Daubenbuel
Art Director Christian Zeller, Marco Lidzba
Copywriter Judith Preker, Antonia Kiefhaber
Released October 2009

Credits & Description

Category: Calendars
Advertiser: FONTPARTNERS.COM
Product/Service: FONTS
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Stefan Setzkorn (Scholz & Friends)
Creative Director: Markus Daubenbuel (Scholz & Friends)
Creative Director: Gunnar Loeser (Scholz & Friends)
Art Director: Marco Lidzba (Scholz & Friends)
Art Director: Christian Zeller (Scholz & Friends)
Copywriter: Judith Preker (Scholz & Friends)
Copywriter: Antonia Kiefhaber (Scholz & Friends)
Account Manager: Kathrin Diekmann (Scholz & Friends)
Account Manager: Nikolas Vogt (Scholz & Friends)
Graphics: Marius Koopmann (Scholz & Friends)
Graphics: Julien Von Seherr-Thoss (Scholz & Friends)
Graphics: Constanze Selig (Scholz & Friends)
Graphics: Anne Dahl (Scholz & Friends)
Marketing Manager: Morten Rostgaard (Fontpartners.com)
Media placement: Calendar as direct mailing - mailing to existing and potential business partners like art directors and agenc - 05.10.2009

Describe the challenges and key objectives
Standard typography and the use of run-of-the-mill system fonts are the death of good design. The 'love letters' idea shows art directors, graphic artists, or students of design how exciting the application of different fonts can be.

Describe the brief from the client
The agency was asked to conceive and design a piece of communication that demonstrates the potential of using the right mix of typography.

Describe how you arrived at the final design
"Birds of a feather flock together" or "Opposites attract": that’s how good typography works and relationships too. That made „love letters“ a natural way of showing through the mechanism of a calendar with its monthly changes, that typography from the Danish type foundry Fontpartners can enjoy a special relationship with classical fonts.

Give some indication of how successful the outcome was in the market
The direct response was greater than ever expected. But it’s not only the short term business success, as a lot of new clients asked for the fonts. This seems to be a polarizing motor to raise the awareness of this small font shop. The hits on their website increased enormously within the very first months and a local group of design students has already requested permission to create the next annual edition.