BEHIND BARZ - D&AD New Blood Graphite Pencil

This brief was set by Google and Hoffmitz Milken with an aim to use the Google Fonts foundry to create a typography led campaign that best represented a cause in a musical movement or genre. I chose to focus on the fastest growing rap genre drill and its recently passed Court Orders on the freedom of speech. This policing of speech is an attack on our youth’s human rights, yet we still like to focus on this umbrella term of ‘violence’ to categorise the genre. I created a flexible typographic system that has been designed to adapt to any format and medium to make this campaign easier to deploy. All of the touch-points were set out within brief, allowing for one opportunity of creative freedom that would have the most impact and embodied the music.