Jwt: AMSTERDAM, NEW YORK AND ROME

Credits & Description:

Category: Advertising Typography

Advertiser: JWT SPAIN

Product/Service: AGENCY

Agency: JWT

Date of First Appearance: Nov 10 2010

Entrant Company: JWT, Madrid, SPAIN

MANAGING CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)

CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)

TYPOGRAPHICAL: IVAN DE DIOS

Media placement: . - .. - ..



Describe the brief from the client

The agency and I thought it was a good idea to create a bunch of typographies that represent how special and unique cities are.



Describe the challenges and key objectives

Living between Madrid and Amsterdam, I realizad how similar cities looks like nowadays.

Mcdonals, Starbucks, Zara,… Same clothes, cars , iphones….

No matter where you live, you find the same things.

I guess it is called globalization. Countries and cities are losing their own identity.

In other hand, with typographies is happening almost the same. We don´t know where were they made or what their context really is.

But still there are a lot of diferences between them, and that´s what I was interested in when I made my font design work.

Each city deserves, at least, its own and unique font.

This is my humble tribute to all those special cities.



Describe how you arrived at the final design

How I made them is quite simple.

The first thing I looked for was the most remarkable things in any city and I transformed the structural, historical and unique forms in each one into capital handwriting.

The rest is just time, black ink and paper.