INTERBRAND Design & Branding HAND-CRAFTED TYPOGRAPHY FOR THE DIGITAL AGE by Interbrand Group

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HAND-CRAFTED TYPOGRAPHY FOR THE DIGITAL AGE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Interbrand Group
Creative Director Chris Campbell
Designer Meg Beckum
Editor Ian Collins
Released November 2012

Credits & Description

Advertiser: INTERBRAND
Agency: INTERBRAND
Category: Design Typography
Design Director: Alan Lum (Interbrand)
Editor: Ian Collins (Interbrand)
Production Manager: Erik Wicker (Interbrand)
Editorial Director: Peter Cenedella (Interbrand)
Designer: Meg Beckum (Interbrand)
Senior Designer: Ross Clugston (Interbrand)
Editor-In-Chief: Daniel Diez (Interbrand)
Creative Director: Chris Campbell (Interbrand)
Guest Editor: Jeff Mancini (Interbrand)
Marketing And Events Manager: Shayla Persaud (Interbrand)

Brief Explanation
How do you tell a digital story in a printed, analogue medium? Our challenge was to find a way to use the “un-digital” printed edition to make a relevant, impactful point about the digital world.

Outcome
The Digital Issue continues to lead to new clients, meetings with digital and marketing leaders, and is the perfect platform for our designers to show off their creativity. Our designers worked over 110 hours on the Digital Issue and we have distributed over 2,000 copies of the publication around the globe. It created great energy in our design studio with the precious construction of the hand written opening, typewritten articles, and hand produced final copies. We received high accolades from the creators of the McKinsey Quarterly, who applauded our design, thinking, and high-end approach.

Client Brief Or Objective
IQ is a print and online platform devoted to new thinking in the field of branding. For the Digital Issue, in addition to the online version, we needed to create a printed edition that accurately expressed and supported the client’s digital point of view, and presented it in a way that would appeal to multiple audiences: C-suite executives, prospective clients, and employees alike.

Implementation
In the age of digital saturation, some of the most valuable experiences brands can create are those that are physical, and we reminded the corporate world of this by crafting all of the typography in the Digital Issue entirely by hand. Across 72 pages, every word is hand-crafted—either hand drawn or typed on analogue typewriters.