Levi’s Performance Denim
When Levi’s launched their Performance Denim Collection, Barcelona-based agency Helsinki created the campaign. It’s built around various talented people who have turned their work into a lifestyle, always with denim at the center. Helsinki invited León Romero (Jorge León & Mikel Romero) to conceive a printed publication that deepens the campaign’s narrative.
Levi’s Performance Denim is a hand-stitched, limited edition publication containing “three stories about dreams, work standards and Denim”. These are presented in an unconventionally large format and with a strong typographic focus. Léon Romero used Signal Compressed by Production Type for the display type. The design by Emmanuel Besse is a match in two respects: being based on road signage, it provides a link to the featured talents, which include a custom biker and a professional World Tour cyclist. On a second level, the typeface’s compressed forms allude to the new type of denim: Levi’s Advanced Stretch jeans are made of innovative fabrics that feature built-in shape recovery.
Signal Compressed is used on the front and back covers as well as for the extralarge page numbers. It’s paired with Kern by Pizza Typefaces.
