Fontsmith is a leading and established boutique type foundry, founded in 1997 and based in London, England.
To celebrate the launch of the FS Emeric typeface, Fontsmith asked Lundgren+Lindqvist, among 11 leading design studios from around the globe, to create a limited edition poster. Each poster was designed with one specific weight of the typeface, whereas we were assigned the ExtraLight weight.
Through mere chance, at the time of designing the poster, we had a one week intern, Anna - the 14 year old daughter of the CEOs of two of our clients. Normally, we would never take on an intern that young but, due to our relationship to her parents, we made an exception for Anna. Her lack of previous experience and tender age exaggerated the notion of her being an Extra Lightweight Designer. The connection to the weight of the typeface assigned to us was too obvious to ignore.
Our contribution aims to illustrate the fact that by choosing the right typeface, good design is easily achieved. Even an unschooled 14 year old can do it. Each poster was screen printed A1 onto 175gsm Colorplan stock and hand numbered, in a limited run of 50 copies.