Monotype
Campaign / Typography / Digital Activation
Free the Wor(l)d
A brand refresh for Hedge Equities that combined logo redesign with TV commercial art direction. The project sharpened the brand’s visual identity and extended it into a stronger on-screen presence, helping it feel clearer, more recognisable, and more culturally visible.
Overview
A campaign designed to show how typography can move beyond communication and become an active force against censorship.
A campaign designed to show how typography can move beyond communication and become an active force against censorship.
A campaign designed to show how typography can move beyond communication and become an active force against censorship.
Industry - Typography / Media / Social Impact
Industry - Typography / Media / Social Impact
Role - Campaign Concept, Art Direction, Visual Identity and Digital Activation
Role - Campaign Concept, Art Direction, Visual Identity and Digital Activation
Scope - Campaign Idea, Typographic System, Posters, Digital Platform Concept and Protest Activation
Scope - Campaign Idea, Typographic System, Posters, Digital Platform Concept and Protest Activation
Context - D&AD New Blood Awards 2025
Context - D&AD New Blood Awards 2025
Timeline - 2025
Timeline - 2025
The Tension
When Words Are Controlled, Expression Shrinks
When Words Are Controlled, Expression Shrinks
When Words Are Controlled, Expression Shrinks
The redesign focused on giving Hedge Equities a cleaner and more recognisable identity. A stronger symbol and bolder wordmark system helped the brand feel more assured, more direct, and more visible across communication. The result balances familiarity with a more contemporary commercial presence.
The redesign focused on giving Hedge Equities a cleaner and more recognisable identity. A stronger symbol and bolder wordmark system helped the brand feel more assured, more direct, and more visible across communication. The result balances familiarity with a more contemporary commercial presence.
The redesign focused on giving Hedge Equities a cleaner and more recognisable identity. A stronger symbol and bolder wordmark system helped the brand feel more assured, more direct, and more visible across communication. The result balances familiarity with a more contemporary commercial presence.
Address censorship through design
Address censorship through design
Turn typography into more than a graphic device
Turn typography into more than a graphic device
Create a campaign that works across screen and street
Create a campaign that works across screen and street
The Idea
Free the Word, Free the World
Free the Word, Free the World
Free the Word, Free the World
Censor the wor(l)d and you sink the wor(l)d
Censor the wor(l)d and you sink the wor(l)d
The campaign is built around a simple but forceful thought: when words are censored, the world itself becomes smaller. Free the Wor(l)d uses typography as both message and medium, turning unrestricted user input into poster expression and then into a wider public movement. What begins as something typed becomes something seen, shared, and eventually performed in public space.
The campaign is built around a simple but forceful thought: when words are censored, the world itself becomes smaller. Free the Wor(l)d uses typography as both message and medium, turning unrestricted user input into poster expression and then into a wider public movement. What begins as something typed becomes something seen, shared, and eventually performed in public space.
The campaign is built around a simple but forceful thought: when words are censored, the world itself becomes smaller. Free the Wor(l)d uses typography as both message and medium, turning unrestricted user input into poster expression and then into a wider public movement. What begins as something typed becomes something seen, shared, and eventually performed in public space.
The Campaign
Identity
Identity
Identity
The campaign is built around a simple but forceful thought: when words are censored, the world itself becomes smaller. Free the Wor(l)d uses typography as both message and medium, turning unrestricted user input into poster expression and then into a wider public movement. What begins as something typed becomes something seen, shared, and eventually performed in public space.
The campaign is built around a simple but forceful thought: when words are censored, the world itself becomes smaller. Free the Wor(l)d uses typography as both message and medium, turning unrestricted user input into poster expression and then into a wider public movement. What begins as something typed becomes something seen, shared, and eventually performed in public space.
The campaign is built around a simple but forceful thought: when words are censored, the world itself becomes smaller. Free the Wor(l)d uses typography as both message and medium, turning unrestricted user input into poster expression and then into a wider public movement. What begins as something typed becomes something seen, shared, and eventually performed in public space.
Posters
Posters became the campaign’s most direct public expression. The system was designed to work across digital screens and physical placements so the message could remain consistent while still feeling alive in different environments.
Posters became the campaign’s most direct public expression. The system was designed to work across digital screens and physical placements so the message could remain consistent while still feeling alive in different environments.
Posters became the campaign’s most direct public expression. The system was designed to work across digital screens and physical placements so the message could remain consistent while still feeling alive in different environments.
Participation
At the centre of the campaign is an interactive platform where users can type freely and generate their own typographic posters. Each contribution becomes part of a growing archive of uncensored expression, turning individual input into a collective act.
At the centre of the campaign is an interactive platform where users can type freely and generate their own typographic posters. Each contribution becomes part of a growing archive of uncensored expression, turning individual input into a collective act.
At the centre of the campaign is an interactive platform where users can type freely and generate their own typographic posters. Each contribution becomes part of a growing archive of uncensored expression, turning individual input into a collective act.
Protest
Words Reclaimed in Public Space
Words Reclaimed in Public Space
The campaign extends into physical protest through alphabeted t-shirts worn by participants who assemble live messages in public. What starts as expression on screen becomes visible collective speech in the street, making typography act not only as communication but as protest.
The campaign extends into physical protest through alphabeted t-shirts worn by participants who assemble live messages in public. What starts as expression on screen becomes visible collective speech in the street, making typography act not only as communication but as protest.
The campaign extends into physical protest through alphabeted t-shirts worn by participants who assemble live messages in public. What starts as expression on screen becomes visible collective speech in the street, making typography act not only as communication but as protest.
Explore More
A broader look at work spanning identity, digital experiences, and brand systems.
A broader look at work spanning identity, digital experiences, and brand systems.
A broader look at work spanning identity, digital experiences, and brand systems.
