IBMakers IV
Invisible Beauty Makers is Fundación Puig’s programme to support social projects led by young people. The energy behind such force of change is Puig’s staff.
The challenge was to increase their voluntary participation while honouring their role in transforming society. How could we drive commitment when they had so many other things to do?
There’s nothing more empowering than knowing you’re making the right choice. So we helped a bit.
We presented the staff with just two options, and left it to them to choose where they belonged: the haters or the doers, the barkers or the biters, the passive employee or the energy of real change.
To reinforce that idea we opted for the combination of two main typefaces to built an aggressive contrast. Migra, a contemporary typeface that suits the austere and elegant anchoring of Fundación Puig’s brand, and Drone Ranger, a chamfered display font inspired by retro propaganda. Ordax is used for call-to-actions as a complementary typeface.
