Jwt Design & Branding AMSTERDAM, NEW YORK AND ROME by J. Walter Thompson Madrid, JWTConnect / JWT Bangkok

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AMSTERDAM, NEW YORK AND ROME

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Spain
Agency J. Walter Thompson Madrid
Agency JWTConnect / JWT Bangkok
Creative Director Miguel Bemfica
Released November 2010

Credits & Description

Category: Advertising Typography
Advertiser: JWT SPAIN
Product/Service: AGENCY
Agency: JWT
Date of First Appearance: Nov 10 2010
Entrant Company: JWT, Madrid, SPAIN
MANAGING CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)
CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)
TYPOGRAPHICAL: IVAN DE DIOS
Media placement: . - .. - ..

Describe the brief from the client
The agency and I thought it was a good idea to create a bunch of typographies that represent how special and unique cities are.

Describe the challenges and key objectives
Living between Madrid and Amsterdam, I realizad how similar cities looks like nowadays.
Mcdonals, Starbucks, Zara,… Same clothes, cars , iphones….
No matter where you live, you find the same things.
I guess it is called globalization. Countries and cities are losing their own identity.
In other hand, with typographies is happening almost the same. We don´t know where were they made or what their context really is.
But still there are a lot of diferences between them, and that´s what I was interested in when I made my font design work.
Each city deserves, at least, its own and unique font.
This is my humble tribute to all those special cities.

Describe how you arrived at the final design
How I made them is quite simple.
The first thing I looked for was the most remarkable things in any city and I transformed the structural, historical and unique forms in each one into capital handwriting.
The rest is just time, black ink and paper.