The One Show
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Category
Brand Identity
Annual ID
OS24_PH014B
About the Work
Millions of people suffer with lymphatic and venous conditions which weigh them down physically and emotionally. Yet, despite the widespread nature of these conditions, those who live with them are widely misrepresented.
We set out to change this, with a new way of speaking to patients that would empower them and make them feel seen; from featuring real people, all the way down to the finest detail - typography.
We wanted to create a brand new typeface to better reflect the lymphatic and venous communities, both in design and in function.
A typeface is defined as "a set of type of one particular face and size". Its limbs; ascenders, descenders, arms and legs are consistent. Life with a venous or lymphatic condition is anything but.
Conditions like Lymphedema, Lipedema and Varicose Veins affect the limbs of millions of people but remain misunderstood and misrepresented. JOBST wanted to better represent these people down to the finest detail.
JOBST Irregular Bold features letters affected at random with one larger limb. You never know which limb of which letter will be affected or by how much, until you type out the word. Like being diagnosed with a lymphatic or venous condition.
Each letter has 3 weights, inspired by the 3 levels of compression JOBST products offer. Watch your word randomly change in real-time as you type, before settling on a completely unique shape and size.
We set out to change this, with a new way of speaking to patients that would empower them and make them feel seen; from featuring real people, all the way down to the finest detail - typography.
We wanted to create a brand new typeface to better reflect the lymphatic and venous communities, both in design and in function.
A typeface is defined as "a set of type of one particular face and size". Its limbs; ascenders, descenders, arms and legs are consistent. Life with a venous or lymphatic condition is anything but.
Conditions like Lymphedema, Lipedema and Varicose Veins affect the limbs of millions of people but remain misunderstood and misrepresented. JOBST wanted to better represent these people down to the finest detail.
JOBST Irregular Bold features letters affected at random with one larger limb. You never know which limb of which letter will be affected or by how much, until you type out the word. Like being diagnosed with a lymphatic or venous condition.
Each letter has 3 weights, inspired by the 3 levels of compression JOBST products offer. Watch your word randomly change in real-time as you type, before settling on a completely unique shape and size.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Publicis Poke / London
Design Firm
Zeta Fonts / Florence
Content Creator
Ian Roe
Creative Director
Valentina Amenta
Executive Creative Director
Dave Monk
Photographer
Mark Wesley
Programmer
Debora Manetti
Typographer
Cosimo Lorenzo Pancini
Chief Production Officer
Colin Hickson
Deputy Head of Brand Design
Dave Stansfield
Global Strategy Partner
Alexandra Mimoun
Head of Brand Design
Ryan Connolly
Senior Creative
Rhys Hughes
Barret Helander
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