Switching to iPhone can bring up a lot of questions. "If I Switch" is a fact-driven, Q&A content platform designed to tackle uncertainty head-on, giving those curious about iPhone the final push to switch. The iPhone Switching platform has existed for a few years but was lacking awareness. To cut-through, we needed to create and define a distinctive look and feel for the campaign that consumers would recognize year-on-year. Tonally, we needed to tackle the uncertainty of switching to iPhone head on, with the feeling of ease, and reassurance.

The bespoke calligraphic typeface, designed in collaboration with F37 Foundry, brings moments of reassurance and levity with its fluid, layered design. The typeface combines the latest color font technology and OpenType features to construct a first-of-its-kind multi-dimensional gradient per word or phrase.