For this class (Brand Strategy, Fall 2014, Parsons) I developed the branding, naming and strategy for this new venture concept. From its core values, to strategy, naming and visual.

1. typeface creation

2. WHAT
HAPPENS
NOWADAYS
MARKET
DEMAND
gathers all
knowledge,
decision-making
and resources
no option to
give feedback
type designer
type designer
+ employees
type designer
+ client
end user
PRODUCTION
FEEDBACK
FINAL
PRODUCT
Top-down, centralized process
All knowledge, resources and decision making
concentraded in one or two type designers
No room for user feedback and engagement
typeface industry
Few designers have time and access to
knowledge and resources to develop their
ideas into full typefaces so a lot of fresh
and creative ideas are simply wasted.

3. An online platform aiming to decentralize typeface production
by bringing graphic designers to work together
An online platform aiming to decentralize typeface production
by bringing graphic designers to work together
Giving them access to knowledge, tools and network
that will help them make their ideas come to life
Giving them access to knowledge, tools and network
that will help them make their ideas come to life

4. ROUGH IDEA
FORMING A TEAM
WORKING ON IT
INITIAL RESULT
ONLINE COMMUNITY
BETA VERSION
THE TESTER THE SPECIALIST
FINAL PRODUCT
T

6. We believe that top-down, centralized systems are no longer effective.
We believe that great design is collaborative and open
A process of constant iterarion and refinement,
that adapts to the environment and evolves
We believe in sharing the process to create a stronger
community, a community able to come together and
challenge what has been done before
We believe in sharing the process to create a stronger
community, a community able to come together and
challenge what has been done before

8. Online tool for collaboration in graphic design projects in general.
It lets you sync your files among the team and control workflow.
Stil in early stages.
It only works for already established teams.
PIXELAPSE

9. Type foundry that recently launched a online space where you can post
initial ideas and they and others users can help create it.
Problems:
Confusing interface
Focus on anyone creating the letters they want,
getting paid for theletters they make
Misses the feeling and importance of being involved in a team,
in a project and coming up with a final result that you feel proud of
and can put on your portfolio.
FONT YOU

10. World’s largest open source community.
Sharing and developing softwares.
GITHUB

12. full-time graphic designer
has this type idea in his head doesn’t have the time
and enough technical skills
tired of the design agency routine
lives in Williamsburg
listens to The Black Keys,
The Neighbourhood and Jungle
iOS person
wouldn’t wear Abercrombie & Fitch
JOHN 26 NEW YORK CITY

13. self taught graphic designer
knows something about type and
wants to explore it
PETER 18 NEW ZEALAND
designs his own skateboard decks
listens to Gil-Scott Heron, Childish Gambino
and Kanye West
android person
wears stüssy and huf
wouldn’t be a lawyer

14. fashion designer
feels that the typefaces she buys are to generic
doesn’t want to produce one, but wants to buy
one that feels her own
ROSA 23 ARGENTINA
works with organic fabric
listens to Chet Faker, Banks and Jack Johnson
dog person
buys Shinola and Vianel
wouldn’t have a hotmail account

16. happy
young
entrepreneurial
open
respectful
aware
collaborative
connected
inspirational
light
quality
quick
technologicaltransparent
attentive
fluid
proud
curious
creative
independent

17. Being open is more than being transparent. It is a bold
decision that exposes you and let other people
interfere. But we believe that only through this
interference great ideas come to life and grow.

18. There is no good work on typography without attention
to every detail. And we need to show that our typefaces
have as quality as established foundries out there.

19. The process may not rely on a classical approach to
typeface-making but that does not make our typefaces
less qualified or relevant.

20. We focus on fresh ideas coming from
young minds, not on market demands.

21. Only through exploration we can
create something new and authentic.

23. IndieType Alternate Glyph
Counter form
White space
Indie Ampersand
Lorem Ipsum
Ligature
IndieLigature

24. Indie Ampersand
Carries a lot of meaning in itself
Independency
Going against the mainstream
Relates to typographic knowledge
Character
Fun
Indie Ampersand

25. INDIE
AMPERSAND&
INDIE
AMPERSAND&
INDIE
AMPERSAND& INDIE
AMPERSAND&
INDIE
AMPERSAND&
INDIE
AMPERSAND&
INDIE INDIE

26. Each time a new typeface is approved, its ampersand
goes to the database to be used in the logo
This reinforces the sense of
community engagement and pride
INDIE
AMPERSAND

28. & how it works what we believe in our teamabout login/sign up
INITIAL IDEAS COMMUNITY FEEDBACK TEST SHOP

29. & how it works what we believe in about login/sign up
INITIAL IDEAS COMMUNITY FEEDBACK TEST SHOP
ABCDEFGHI J
KLMNOPQRS
TUVWXYZ
& how it works what we believe in about login/sign up
INITIAL IDEAS COMMUNITY FEEDBACK TEST SHOP
ABCDEFGHI J
KLMNOPQRS
TUVWXYZ

30. We would reach out to them or they
would reach out to us and we would
analyze their experience and portfolio
Each would different backgrounds and
years of experience in the field
They would be able to share/sell
classes, mentor teams and give special
feedbacks

31. Partnership with “type hunting” blogs and
instagram accounts profiles on instagram
and tumblrs to provide initial inspiration
INDIE
AMPERSAND&

32. 3D printed ampersands sent to professors,
specialists and graphic designers with certain
influence online, to encourage them, their
classrooms and followers to use the platform
they would come with a link to a video
explaining the service
graphic
designers
specialists
professors

33. Partnership with software companies to provide cheaper or for free licences

34. & how it works what we believe in our teamabout login/sign up
PARTNERS