Cannes Lions

FONT RAISER

YAHOO JAPAN CORPORATION, Tokyo / YAHOO / 2014

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Overview

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Credits

Overview

Description

There was one key objective and two major challenges.

The key objective was to raise a fund to support the livelihoods of local shop owners in northern Japan.

We wanted to achieve this goal with two main challenges.

First challenge was to find a local resource which was not yet discovered but could be used for such purpose.

Localness was very important to us as we wanted to restore confidence in the local market.

Second challenge was to transform such resource into something modern and marketable.

We wanted to make it available for everyone and get a wide exposure.

Execution

As we looked for a local resource in northern Japan we came to realize that signboards hanged in front of local shops were a great treasure.

The fonts on these signboard were very unique and charming because they were handmade by the shop owners.

Once we found this great resource, we execution was a collaboration work with the shop owners.

We analyzed a few available characters and reconstructed them to design a complete set of brand-new fonts.

Once we brought new life to the olds fonts we made them available online so anyone can enjoy the unique feel of it.

Outcome

On Font Raiser website we introduced the unique fonts of northern Japan with a tool which enables users to make their own signboard.

We also sold the fonts online to raise funds for the local shops we support.

The fonts inspired designs of various products including t-shirts and bags.

Font raiser created a huge buzz online and became a viral sensation.

And most importantly, it helped restore confidence of local shop owners with the help of their own creativity.

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