My
campaign/brand/initiative will primarily focus on the way in which
handwriting allows a much more personalised approach to words than
the clinical world of type and text. Everyone has a different
handwriting style, and this is to be embraced.
When
writing something by hand, a personality comes through on the page –
a personality that can't be achieved by using Baskerville, say. The
brand will reinforce this idea, and go on to say that it is only by
us embracing our own handwriting styles that we can truly capture the
meaning of our words. That is, by penning our thoughts in our own
unique hand, we have a much more personal connection with the
letters, and can begin to take more ownership of the words which flow
out of our minds, mouths, and fingers.
The
target audience would most likely be those most influenced by the
digital typography revolution, the young. It is in this demographic
where handwriting is seen the least. The brand would therefore appeal
to an audience more at ease with a Twitter feed than a hand-written
shopping list, for example.
The
overall aim of the brand is to encourage the audience to take up a
nearby writing instrument, and see what they can create with it
language-wise. It will spur viewers on to write more personally and
to win back the meanings of the words they speak. These aims will be
achieved by an engaging visual identity palette, which would showcase
ways in which handwritten sentences can be more exciting and
liberating than other methods.
Some
practical ways in which this would be achieved would be by locating
the initiative in an environment that the target audience is familiar
with. Typed words would be reproduced by hand, and put out onto the
internet via mediums such as Twitter (pictures of handwritten tweets
could be posted), and references to popular culture could be made
visible – all in a particular handwriting style.
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