It occurred to us to take hand-written letters with which the homeless make their signs and make
new fonts that are sold on a website so that the brands use them in their advertising and
corporate messages. The money earned goes to the Fundación Arrels.
The brands use hand-written fonts because they reflect humanity and a distinctive personality.
Each human being has a unique writing style. Nevertheless, no-one wants to see the signs of the
homeless.
Moreover, for a modest cost, people could download an app of the fonts and personalise what
they write in social networks.
The Brief
Everything we see in ads, posters, packaging, even in mails or social networks, are fonts that
the brands or someone paid for their rights.
So it occurred to us to take hand-written letters with which the homeless make their signs and
make new fonts that are sold on a website so that the brands use them in their advertising and
corporate messages. The money earned goes to the author of the font through the Fundación
Arrels.
How the final design was conceived
After testing different handwritings.
Indication of how successful the outcome was in the market
More than 30,000 downloads
200.000 people visited the website.
37% more funds raised.