How did your Look Closer campaign answer the brief?
We told this story through a series of monolithic letterforms that on a closer look provide a glimpse into the intricate frameworks behind everything we see. While their mirrored faces reflect a seamless integration to our world, their wooden structures reveal the complex and intricate systems behind the ideas we often breeze right past, from the process and ideation, to the systems and frameworks that hold everything together. By photographing the letters in areas of the city that have a direct relation to the SF design community, we aimed to showcase the design that is all around us, even in the most unexpected of places. The decisions we make as designers reach far and wide, as do their implications for the future.
How did you choose the right typography for the project?
The core of the idea revolved around showing these intricate “structures” of design that exist behind our everyday lives. We looked at a variety of ways to illustrate this, from the scaffolding of construction sites, to the frameworks that hold together bridges and buildings. In order to make sure these “structures” were visible, we ended up designing our own modular typeface. This allowed us to make sure we had enough real estate to see these structures in their final form, as well as limit the number of templates that would be needed to cut and assemble for each wooden letter. To counter the bold, geometric nature of these large letters, we looked for a typeface that was clean and simple, but with a little bit of fun, ultimately landing on GT Walshiem.