Creating a typeface inspired by the design aesthetics of the Volkswagen Golf GTI

Typography can be driven as much as it can be drawn. We speak to James Tan and David Sanchez of Cheil MEA along with two of the project’s type designers, Lana Soufeh and Wael Marcos, about how they created Written by GTI, an Arabic typeface written not by hand, but by the drifting tyres of a Volkswagen GTI.

In collaboration with precision drivers, engineers and the type design team, each of the 28 Arabic letters was formed through controlled skids, merging automotive performance with calligraphic artistry. The result was more than craft – it was a cultural bridge, connecting Volkswagen with GCC enthusiasts through the power of shared language.

The font carried the GTI’s design DNA – the honeycomb grille, the car’s curves – while evoking the emotion of movement in the details of the calligraphy. Fans quickly adopted the typeface, using it across their vehicles and personal branding, proving its resonance as a grassroots signal of belonging. Beyond artistry, the work delivered impact: lead conversion rose 7.5%, website traffic jumped 45% and bookings grew 15% in the GCC. Winning a Wood Pencil, the campaign makes a powerful case that typographic innovation can be both cultural expression and business engine, showing how design precision and play can drive brand performance.