Campaign & visual identity for the launch of the geometric typeface FS Lucas The brief Fontsmith, one of the leading type foundries in the UK, needed a campaign and visual identity for the launch of their new geometric typeface, FS Lucas. I was more than excited when Jason Smith got in touch and asked me if I could help. The idea The colour‐changing grid ‘illuminates’ the characters, focusing on their individual beauty, presenting the wide range of widths while reminding of the typeface’s sources of inspiration, early 20th century art deco and modernist designs.