Society of Design Design & Branding LICENSE PLATES by Go Welsh

LICENSE PLATES

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Industry Consumer & Public services, Advertising & Communication
Media Design & Branding
Market United States
Agency Go Welsh
Creative Director Craig Welsh
Designer Scott Marz
Photographer Bill Simone, Paul Boger, Amanda Kulik
Released January 2012

Credits & Description

Category: Design Typography
Advertiser: SOCIETY OF DESIGN
Product/Service: SOD SPEAKERS SERIES
Agency: GO WELSH
Creative Director: Craig Welsh (Go Welsh)
Designer: Scott Marz (Go Welsh)
Photographer: Bill Simone
Photographer: Paul Boger
Photographer: Amanda Kulik
Media placement: Pennsylvania License Plates - 27 Vehicles - 22 January 2012 / ongoing
Media placement: Web Site - invitinghische.com - 31 January 2012 / ongoing

Describe the brief from the client
Convince design superstar Jessica Hische to return to her home state of Pennsylvania to present her work to Society of Design.

Describe the challenges and key objectives
Arrest the attention of a designer who travels to speaking engagements around the world and has more than 38,000 Twitter followers clamouring for her attention. The core objective was to design a highly personalised, typographic invitation for Jessica's, a self-described “type nerd", best known for her masterful lettering skills unlike anything seen before.

Describe how you arrived at the final design
We desired to use typography that would be clearly tied to Jessica's home state of Pennsylvania. That led to the idea of using license plate typography. We wrote an invitation to Jessica that fit within each plate's 8-character/1-space limit and then convinced dozens of Society of Design members to change their Pennsylvania vehicle registrations. Months passed as the project worked its way through the State's approval process. The plates arrived and we captured images of the participants and new plates for a website-based invitation to Jessica: invitinghische.com. One tweet to @jessicahische launched the project.

Give some indication of how successful the outcome was in the market
Within minutes of the tweet to @jessicahische she replied - "I AM CRYING! YOU MADE ME CRY!, and the answer of course is YES! I will marry you! I mean come to Pennsylvania”. She was literally brought to tears (pic.twitter.com/dypnM31g). Tweets began to fly. Site analytics skyrocketed. Thousands of people shared via social media. Media requests came from around the world and blogs began posting. Jessica even created original art for all the project participants. Other well-known designers contacted Society of Design and volunteered to visit. The project was a huge success. Jessica's scheduled to present in March 2013.