Blair at Believe in® has been in touch to let us know about their latest campaign for boutique type foundry Fontsmith. FS Silas has been created in both Sans Serif and Slab Serif forms, and each version is available in 5 weights with accompanying italics.
Fontsmith’s design director Phil Garnham:
“We stuck with the angular theme of the sans by drawing angled slab serifs, as opposed to the square serifs that slab fonts usually have. That created an inner dynamism in words and sentences on the page, and a very distinctive, crafted character, like a Victorian soul in a contemporary body.”
The central campaign idea was inspired by classic espionage, providing plenty of inspiration and intrigue for the materials to work with. Believe in’s creative director Blair Thomson was drawn to classic type specimens from the 50s and 60s, but wanted to inject depth and intrigue, to match the typeface’s personality.
At the heart of the campaign sits a beautiful printed type specimen. Using different paper stocks and page sizes printed only in black ink with white foil on the covers, it references dossiers and secret files as well as the classic type specimens. Content was drawn from numerous sources, providing a glimpse into a clandestine world, using codes, ciphers, intercepted radio transmissions, stories and secret service terminology.
“To succeed, the type specimen needed to strike a delicate balance, as we wanted it to feel honest without revealing its secrets. The document is utilitarian, with content that demonstrates the typeface’s capabilities. But we also wanted to entertain and reward readers for their time. And we didn’t want it to feel like a parody.”
To accompany the specimen, Believe in worked with creative collective The Space Between, who made a series of short and intriguing films using only the typeface itself, each one revealed in sequence on social media in advance of the launch date.
As a special introductory offer, customers who buy either of the FS Silas families (Sans or Slab) will be offered the chance to purchase its sibling for half price.