Publishing design + poster campaign + film
‘Cheat-code’ was the detailed expression for the project TYPEABUSE. A lettraset is every typographer’s bible as one begins their type education with it. The idea was to have a sarcastic handy guide - ‘the shortcut to being a great typographer’ -hidden inside a mock lettraset. The autobiographical visual story, narrates one such typographer in today’s age and time and his unscrupulous tale to glory. The tonality of the copy is pompous and narcissistic.
Why the project?
Technical advancements and creative innovations allow for easier destruction of typefaces than invention. Educated typographers, art directors and other first hand users ruthlessly sabotage fonts without any scruples. By stretching or compressing a font you hurt the integrity of the original design and in turn disrespect the creator. The world as we have created it, is a process of our thinking. Typeabuse is an attempt to make a difference. We as a nation are constantly evolving and typographers, just like others, need to wake up feeling good about the world and themselves. Typeabuse is a new movement. A movement to achieve respect for typography and make life good for it’s practicioners. My project is a humble beginning of this reformist journey. Earning respect for typography in India and in turn a sustainable conditioning for typographers, remains the ultimate goal.