The typography for this press and poster campaign was inspired and influenced by modernist and purist design principles. The typography for each ad was designed in a way that it visually reflected the specific object that was being described in the body copy. We felt that by setting the headlines in unusual and visually interesting ways the viewer would be drawn in to read the rest of the copy.

The fonts used are modern and clean, complimenting and enhancing the modernist and purist approach of the ads. The font combinations and the way they were set makes the copy and design work together to create harmonious, well-balanced and aesthetically pleasing ads. At the same time this purist approach also communicates the information in the clearest way possible. This was also enhanced by having a url as the only bit of Smart Meter branding on the ads.

The UK Government want households to upgrade their homes to have Energy Smart Meters; they are more efficient and connect to the Internet to give energy companies updates of household energy usage. However, they been the subject of a negative press campaign in the UK. One article falsely blamed a Smart Meter for a house fire. While other articles claimed they’re a gateway for cyber criminals to access your home network. Again, false.