FX
Type System
We created a custom font and responsive animated type system for FX that elevates its visual identity, defies expectations, and empowers the talents of its powerhouse creative team.
Client
FX
Agency
Role
Chief Creative Officer
Year
2019
Awards
D&AD Branding Shortlist, 2021
Drawing inspiration from film titles and experimental typography, we dreamed up a flexible type system that would dare FX to be truly “Fearless” on-air and off-platform.
Our team created multiple weights of the new typeface, animated each letterform, then coded a JavaScript UI panel for After Effects that activates each iteration. Using presets or experimentation, FX designers can generate responsive type expressions that match the tone of content without fear of repeating themselves. We also made a hefty style guide detailing all of the rules meant to be followed (and broken), featuring a sliding moiré-style vellum cover that brings the physical book into motion.
Drawing inspiration from film titles and experimental typography, we dreamed up a flexible type system that would dare FX to be truly “Fearless” on-air and off-platform.
Our team created multiple weights of the new typeface, animated each letterform, then coded a JavaScript UI panel for After Effects that activates each iteration. Using presets or experimentation, FX designers can generate responsive type expressions that match the tone of content without fear of repeating themselves. We also made a hefty style guide detailing all of the rules meant to be followed (and broken), featuring a sliding moiré-style vellum cover that brings the physical book into motion.
Drawing inspiration from film titles and experimental typography, we dreamed up a flexible type system that would dare FX to be truly “Fearless” on-air and off-platform.
Our team created multiple weights of the new typeface, animated each letterform, then coded a JavaScript UI panel for After Effects that activates each iteration. Using presets or experimentation, FX designers can generate responsive type expressions that match the tone of content without fear of repeating themselves. We also made a hefty style guide detailing all of the rules meant to be followed (and broken), featuring a sliding moiré-style vellum cover that brings the physical book into motion.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Betsy Jones, Producer
Daniel Graf, Producer
Elliott Chaffer, Executive Creative Director
Fran Roberts, Creative Director
Sarah A. Cohen, Design Director
Ben Nichols, Art Director
Jesse McGowan, Art Director
Ksenya Samarskaya, Typographer
Pat King, Designer
Koda Ko, Designer
Federico Saenz-Recio, Designer
Michael Batista, Animator
Chris Jung, Animator
John Lee, Animator
Alex Komin, 3D
Casey Halter, Copywriter
Evan Kultangwatana, Editor
Francisco Betancourt, Design Intern
FX
Steve Viola, SVP Design & Visual Effects
Amie Nguyen, VP Motion Design
Dan Masciarelli, Producer
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Betsy Jones, Producer
Daniel Graf, Producer
Elliott Chaffer, Executive Creative Director
Fran Roberts, Creative Director
Sarah A. Cohen, Design Director
Ben Nichols, Art Director
Jesse McGowan, Art Director
Ksenya Samarskaya, Typographer
Pat King, Designer
Koda Ko, Designer
Federico Saenz-Recio, Designer
Michael Batista, Animator
Chris Jung, Animator
John Lee, Animator
Alex Komin, 3D
Casey Halter, Copywriter
Evan Kultangwatana, Editor
Francisco Betancourt, Design Intern
FX
Steve Viola, SVP Design & Visual Effects
Amie Nguyen, VP Motion Design
Dan Masciarelli, Producer
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Betsy Jones, Producer
Daniel Graf, Producer
Elliott Chaffer, Executive Creative Director
Fran Roberts, Creative Director
Sarah A. Cohen, Design Director
Ben Nichols, Art Director
Jesse McGowan, Art Director
Ksenya Samarskaya, Typographer
Pat King, Designer
Koda Ko, Designer
Federico Saenz-Recio, Designer
Michael Batista, Animator
Chris Jung, Animator
John Lee, Animator
Alex Komin, 3D
Casey Halter, Copywriter
Evan Kultangwatana, Editor
Francisco Betancourt, Design Intern
FX
Steve Viola, SVP Design & Visual Effects
Amie Nguyen, VP Motion Design
Dan Masciarelli, Producer