Fontsmith

Our typeface FS Dillon in use at Westfield Stratford —

FS Lola is looking superb in Saatchi & Saatchi’s Ex-Smokers campaign…

Many thanks to Davy Dooms who is Senior Graphic Designer at Saatchi & Saatchi. You can check Davy’s portfolio here and follow him on twitter here.

More info – http://www.fontsmith.com/loveletters/

http://www.bbh-china.cn/

BBH China and Fontsmith launch installation art show ‘Love Letters’ featuring online dating messages.

Shanghai – Advertising Agency BBH China and new kid in town UK typography company Fontsmith are launching an installation art show in Shanghai featuring genuine online dating messages.
BBH teamed up with Fontsmith to create ten different installation pieces showcasing fonts made out of different materials including stone, metal and acrylic – that will be on display in a Shanghai Gallery  for artists, clients and enthusiasts to view.

The ‘Love Letters’ installation is based on the messages from people responding by email to an online dating profile.
The dating profile is of a western woman living in Shanghai. The respondents messages were in English, but given English isn’t the most common first language, many messages were uniquely evocative of the sender’s personality and style.
BBH used Fontsmith’s typefaces and their inherent character styles to match the characters of the men defined by their flirtatious emails.

In the dating game, personality is the most important playing card. This is even more prevalent in online dating where both what you write and how you write it is live or die. Given the limitations, people often rely on emoticons, exclamation marks and dot dot dots to add personal touches to what they write. The options are few and the competition is fierce.

Self expression is just as important for individuals as it is for brands. In a competitive world, people make decisions based on more than just functional reasons. A brand’s personality and how they express it be that through the digital space, TV or in print, can be the make or break in the dating ritual with their consumers.

Private View
8 December 2011, 6pm-9pm
Exhibition on view until12 December 2011

Address
The Gallery, 183 Anfu Lu,near Wulumuqi Lu, Shanghai.

For more information on Fontsmith’s LoveLetters, please click here.

Fontsmith is currently working on an art exhibition with BBH Shanghai, using our typefaces to express messages from people dating online in Shanghai. Here are a few sneak preview pics of some of the artworks being made.
I am out here in China and more details will follow. Exciting stuff.

http://www.fontsmith.com/loveletters/