Amazon Typeface
Typography
/Branding
The Project
The creation of a custom font, with the stated goal of being used within the female-identifying element of the fitness industry or similar fields.
The Process
During initial market exploration and creative research into current fitness brands, it became apparent that using minimalistic fonts that are simple, bold and clean had become a trend, bordering on a rule.
It was also clear, however, that there was a representation gap for fonts directed at a female-identifying audience.
The Solution
The Amazon Typeface is designed to push the boundaries surrounding female-targeted fitness brands and challenge the notion that strength and boldness are inherently masculine. Instead, the typeface is proud, confident and curvy.
Insitu mock ups for an imagined fitness brand, dubbed 'Activa', were created with the intention of showing how the typeface could be utilised across a range of print marketing such as bus stop signage and digital posters for EDM/E-newsletters.
