Title	LX TYPE
Brand	LISBON CITY COUNCIL
Product/Service	CITY OF LISBON
Category	A08. DIGITAL DESIGN
Entrant Company	LEO BURNETT LISBOA, PORTUGAL
Advertising Agency	LEO BURNETT LISBOA, PORTUGAL

Name	Company	Position
Luciana Cani	Leo Burnett Lisboa	Executive Creative Director
Nuno Salvaterra	Leo Burnett Lisboa	Head Of Art
Jaime Nascimento	Leo Burnett Lisboa	Copywriter
Guilherme Nunes	Leo Burnett Lisboa	Art Director
Nuno Frade	Leo Burnett Lisboa	Head Of Digital Production
Hugo Lage	Leo Burnett Lisboa	Director

Brief Explanation

Our challenge was to create something linked with the Lisbon identity. But something that could have significance not just for tourists, but also for Lisboners.

The Brief

The Lisbon City Council wanted a different way to promote the city by using digital media.

How the final design was conceived

The iconic trams of Lisbon do not go unnoticed to anyone. Neither they nor the wires that provide them with energy and that are spread across the city's most charismatic neighborhoods. So we looked at these in a different way and found a typography in its complex mesh. And like that, the LX Type – The official font Lisbon was born. But this is not just a typography because on the website lxtype.pt, where it can be explored and downloaded for free, everyone can test the font and find out a place associated with each letter, transforming words in spontaneous and personalized guides of the city.

Indication of how successful the outcome was in the market

In one month, more than 5000 downloads of the font were made and more than 7500 itineraries were created, but that’s not all. The LX Type originated a hashtag for instragamers to look more at the Lisbon skies and stories about how people connected with the typography. And just like the wires spread through the city streets, the official font of Lisbon spread through national and international press, television and internet, making the LX Type more than a typography: a reason to discover Lisbon in a way that is so unique as the city itself.