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Responses by DixonBaxi

Background: FS Benjamin is a new flared serif typeface from Fontsmith, which consists of twelve styles ranging from Light, Book, Regular, Medium, SemiBold and Bold with Italics. We were tasked with creating a launch campaign that would show the typeface in an unexpected setting, and to push the boundaries and show how a traditional design can work in modern applications. The target audience was mainly creatives and the wider design community.

Reasoning: The font FS Benjamin was inspired by the sounds of London, with its contrast and diversity, immersive and visceral energy. Consequently, the name FS Benjamin came from the iconic great bell on the Houses of Parliament in Westminster: Big Ben. We produced a printed piece to communicate the concept and a limited edition vinyl with a soundtrack made up of field recordings captured by our team.

Challenges: We were constantly striving to push the boundaries of what we could do with the typeface. Each page had its own individuality and personality, so it took a lot of thought and process to get all the pages to harmonize in one coherent printed piece. Over the months we worked on the project, the design went through countless revisions in order to get the right balance.

Favorite details: Creating a soundtrack to a typeface. We pushed the envelope, and the track we produced with Zelig Sound really brought the concept to life in a unique way.

Visual influences: London, as a place, is such an inspiring environment. Just walking down the street each day you see something new, so it was a great visual resource for the project. We were also inspired by printmakers and artists, such as Alan Kitching and Jamie Reid.

Anything new: Collectively, we learned new things about the environment in London. Though a lot of our team lives here, we had to dig deeply to find interesting sound bites that felt relevant to the project.

dixonbaxi.com

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