Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
The Alphabet Poster Project Featuring Ryman's Eco Font
Last year Grey London enlisted the help of Monotype’s famed Type Director Dan Rhatigan to develop a new, free, sustainable font on behalf of stationary brand Ryman. The result was ‘Ryman Eco,’ a font that uses one third less ink than standard fonts.
The first step in creating the font was successful, but for it to truly be effective in reducing ink usage, it would need to be adopted on a widespread basis. To fast track this adoption, Grey knew it would need the support of the design community – where the roots of all today’s most popular typefaces can be found.
So to highlight and promote the Ryman Eco font as a viable, functional and aesthetically pleasing alternative, Grey created the Alphabet Poster project, enlisting 26 handpicked typographers, designers and art directors to each create a unique poster featuring one letter from the Ryman Eco Alphabet.
See Ryman's Social Good Font Campaign in Action
The project’s Creative Director, Andy Lockley, explains “The intention was to stress test the font and demonstrate is versatility, so we invited a broad cross section of creative and designers with different and eclectic specialties and styles to work on the Alphabet. Hopefully what we’ve created with this Alphabet is a series of artworks that inspire other designers to incorporate Ryman Eco into their font libraries.”
Creative collaborators included artist Richard Hogg, Design Studios DBLG & Bunch, illustration duo Crispin Finn and award winning book cover designer Jon Gray. The stories behind each design can be found on a specially designed microsite along with additional content.
Ryman Eco represents a project where everybody benefits and corporate social responsibility becomes etched into the very fabric of brand strategy.
Where doing the right thing is synonymous with the commercial thing too.
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.