It’s easy to cherry pick your favourites and reach for the same old fonts. How do we get Art Directors and Graphic Designers to choose News Gothic, the reliable and trustworthy typeface? This creative line of business enjoy beer and after works, so what happens if you put those two together? ​
 

This led me to the solution: in collaboration with Beerbliotek, a local brewery, I created beer labels with false statements where News Gothic tells the truth. Typography boxes including four beers will be delivered to ad agencies to create a buzz.