Toyota launched the new iQ. Our brief was to communicate the exclusive agility and perfect control of the iQ to a target group of 18 to 35-year-old urban people. To demonstrate its incredible agility, we made the new Toyota iQ the first car to create an entire font from A to Z. To make this project happen, we worked with three opinion leaders in order to touch the right communities in design, automotive and interactive art: software developer Zachary Lieberman, a pioneer in interactive art; font designers Pierre and Damien, from Pleaseletmedesign, a type and graphic design studio and font driver Stef van Campenhoudt, a professional pilot andEuropean champion of GT3 racing.
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