Executions
The Strategy
Each card becomes a controlled environment where one typographic principle is explored kerning, hierarchy, anatomy, weight while remaining part of a larger, cohesive system. Face cards avoid human depiction, respecting Islamic principles, and instead use camel symbolism to represent royalty, reinforcing cultural sensitivity while maintaining visual hierarchy.
Objective
Reposition Adso by expressing its typographic strengths through a mosque-inspired card system rooted in architectural history.
Brief
Create a type specimen card deck system for the Adso typeface, where each card demonstrates a core typographic principle through a unifying thematic framework.
The Challenge
Fonts are often evaluated quickly, visually, and without context making it difficult for a typeface with subtle personality like Adso to stand out or be remembered.
Brand
Adso
Role
Concept, typography system, narrative development
Team
Solo Project
