The target group are bombarded with invitations and requests every day. We needed something that stood out and made them feel honoured.

A newly created typeface was relevant for the event, since the theme was creativity, and Adobe, since they offer the tools for creating a typeface.

We painstakingly handcrafter 239 personal typefaces with unique ligatures, each inspired by and named after the creatives themselves. The typefaces were a mix of thin and fat sans serifs, various roman types, stencil typefaces and slab serifs.

Posters portraying the typefaces with an integrated invitation text were sent out digitally and postally. To get the actual typeface file the invited just had to show up at the event to claim their USB-stick charged with the file.

All the 150 seats at the event were quickly filled and many of the people not able to attend contacted Adobe and begged to get a hold of their personal typeface. The invitation itself created PR in influential Nordic creativity media and helped Adobe build a relationship with new brand ambassadors.