Chicago-based foundry Avondale Type Co. (ATC) is small, independent and human, and it wants you to know that. Its new site, created with Chicago-based design firm Bright Bright Great, brings the human element back into typography by showcasing not only the foundry’s fonts, but also its artists. An Opentype type tester enables potential customers to take all of ATC’s products for a spin, and a detailed, filtered e-commerce section ensures visitors will quickly find the font they’re looking for. Another page highlights the ATC Artist Series, a graphic showcase that takes typography beyond the boundaries of fonts. “The team at ATC is always busy with a number of projects that go well beyond selling type,” says Nick Lush, director of marketing at Bright Bright Great. “It was important for the navigation structure to help showcase some of these other projects.” The new site has been lauded by ATC’s existing client base, and has helped expand the foundry’s reach to new customers.
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