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.
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.
The Big Idea
This project reframes Adso’s role, not as a neutral display type, but as a storytelling system capable of carrying history, structure, and meaning.
By embedding Adso into a playing card deck inspired by mosque architecture, the typeface becomes something you experience, not just read.
Brand
Adso
Role
Concept, art direction, typography system, visual design, narrative development
Team
Solo Project
