Case Study
Case Study
Apply Gravity
Apply Gravity
Duration: 8 weeks
Duration: 8 weeks
Created in collaboration with good friend and creative partner Niall Corcoran
Created in collaboration with good friend and creative partner Niall Corcoran
Overview
Overview
The 2025 Monotype D&AD Brief, Freedom, Law & Order, challenged us to use typography to explore the push and pull between personal freedom and societal order. We picked a cause and built a campaign where type isn’t just text, it’s an active player, experimenting with new fonts, media, and forms.
The 2025 Monotype D&AD Brief, Freedom, Law & Order, challenged us to use typography to explore the push and pull between personal freedom and societal order. We picked a cause and built a campaign where type isn’t just text, it’s an active player, experimenting with new fonts, media, and forms.
Problem
Problem
Misinformation on social media is a fast-growing problem, eroding trust, dividing communities, and fueling global instability. False posts spread quickly and often go unchecked, leaving people misled and open to manipulation.
Misinformation on social media is a fast-growing problem, eroding trust, dividing communities, and fueling global instability. False posts spread quickly and often go unchecked, leaving people misled and open to manipulation.
Insight
Insight
In a world where social media platforms serve as primary sources of news for many, the rapid spread of misleading or biased content fuels division, distorts the truth, and can even incite real-world harm, for instance the Capitol Riots and the Southport Riots.
In a world where social media platforms serve as primary sources of news for many, the rapid spread of misleading or biased content fuels division, distorts the truth, and can even incite real-world harm, for instance the Capitol Riots and the Southport Riots.
Solution
Solution
A reactive font technology that visually describes the bias and validity within news on social media.
A reactive font technology that visually describes the bias and validity within news on social media.
Type
Type
Typography, OOH Campaign, Social Activation
Typography, OOH Campaign, Social Activation
Reactive Font
Reactive Font
Reactive Font
Physics based reactive typeface that reacts based on the bias rating and the validity of the content. This turn the typeface into the message, not only the messenger.
Physics based reactive typeface that reacts based on the bias rating and the validity of the content. This turn the typeface into the message, not only the messenger.
Physics based reactive typeface that reacts based on the bias rating and the validity of the content. This turn the typeface into the message, not only the messenger.
Social Media Takeover
Social Media Takeover
Social Media Takeover
For 24 hours our switch will appear on all major social media platforms. When activated, the reactive typeface will be applied.
For 24 hours our switch will appear on all major social media platforms. When activated, the reactive typeface will be applied.
For 24 hours our switch will appear on all major social media platforms. When activated, the reactive typeface will be applied.
OOH Campaign
OOH Campaign
OOH Campaign
We will take over billboards, displaying tweets as they come out from top news outlets, with the reactive typeface applied.
We will take over billboards, displaying tweets as they come out from top news outlets, with the reactive typeface applied.
We will take over billboards, displaying tweets as they come out from top news outlets, with the reactive typeface applied.
Augmented Reality App
Augmented Reality App
Augmented Reality App
Our AR app reconstructs the deconstructed posts on billboards and presents the same news story from multiple sources, giving you the tools to take control of the information you consume on social media.
Our AR app reconstructs the deconstructed posts on billboards and presents the same news story from multiple sources, giving you the tools to take control of the information you consume on social media.
Our AR app reconstructs the deconstructed posts on billboards and presents the same news story from multiple sources, giving you the tools to take control of the information you consume on social media.
Design Process
Design Process
Design Process
Figma Board
Figma Board
Figma Board
Niall and I dove down plenty of rabbit holes on this project. It taught us a lot about our creative process: stay agile, keep the insight central, and don’t cling to ideas.
Niall and I dove down plenty of rabbit holes on this project. It taught us a lot about our creative process: stay agile, keep the insight central, and don’t cling to ideas.
Niall and I dove down plenty of rabbit holes on this project. It taught us a lot about our creative process: stay agile, keep the insight central, and don’t cling to ideas.
Visual Research
Visual Research
Visual Research
We explored multiple art direction routes, all focused on typography and its different treatments.
We explored multiple art direction routes, all focused on typography and its different treatments.
We explored multiple art direction routes, all focused on typography and its different treatments.
Visual Testing
Visual Testing
Visual Testing
We ideated and iterated extensively, again being careful to not get attached ideas. What is shown here are some visual experiments we created. Within it are font treatments as well as a font we actually created.
We ideated and iterated extensively, again being careful to not get attached ideas. What is shown here are some visual experiments we created. Within it are font treatments as well as a font we actually created.
We ideated and iterated extensively, again being careful to not get attached ideas. What is shown here are some visual experiments we created. Within it are font treatments as well as a font we actually created.
