Penguin X Monotype

A campaign brief with no product to sell, just an art to celebrate. Monotype and Penguin Books wanted to spotlight typography and the diversity of modern readers, with the insight that 69% of Gen Z say fonts matter to them.

The central idea draws from online dating: just like people, fonts have personalities, and everyone has a type. The double meaning of "What's your type?" anchors the whole campaign, letting each execution live in a different reading context while staying visually and conceptually consistent.

Concept, art direction, and two executions (fashion label, phone mockup) by me. Campaign developed in collaboration with two teammates.