Back to Case Studies
SUN
16:00
PT

Case Studies / Typeface Launch Campaign

Next Station: Yesterday

A Participatory Typeface Launch Campaign

An original Korean typeface inspired by subway maps, launched through an experiential campaign that converted exhibition visitors into active font users.

194 Verified Distributions 98% Conversion 9 Days Campaign Duration

Campaign Challenge

From Passive Viewing to Active Adoption

Typefaces in exhibitions are often viewed as finished visual objects. Our challenge was to give visitors a personal reason to experience, download, and continue using an unfamiliar typeface.

Objective: Turn exhibition visitors into active typeface users.
  1. 01Passive Viewing
  2. 02Active Participation
  3. 03Font Adoption
Passive viewing to active participation campaign diagram MetaDEx exhibition booth layout and challenge reference

Audience Insight & Campaign Concept

Personal Relevance Drives Participation

Created for MetaDEx: Linking Timeline, the campaign began with the question:

What if a subway could travel freely through time?

Subway maps communicate connection and movement. We transformed these qualities into a journey through personal memories, inviting visitors to revisit a meaningful moment and express it through the typeface.

Connection + Movement → Timeline → Memory
Subway map visual language reference Early concept and planning sketch
Linking Timeline exhibition concept image

Design Foundation

Turning Transit Lines into a Typeface

The campaign was built around a continuous-line Hangul typeface inspired by the visual language of subway maps.

Routes
Continuous Strokes
Stations
Rounded Terminals
Transfers
Intersections
Movement
Rhythmic Connections
2,780 Hangul Syllables 40 Special Characters 9 Numerals
Typeface foundation character system Typeface foundation and subway line visual comparison
1 / 1

Activation & Engagement Strategy

Giving Visitors a Reason to Participate

If this train could take you to one moment in the past, which memory would you revisit?

The emotional prompt transformed a technical font test into personal storytelling. Visitors typed names, messages, and memories, making the typeface relevant to their own experiences.

Visitors participating in the MetaDEx typeface activation Visitor memory prompt and completed participation result

Campaign Results

Converting Memories into Font Adoption

During the nine-day exhibition, 194 visitors received the typeface, achieving a 98% participant-to-recipient conversion rate.

The campaign transformed a temporary exhibition into a measurable typeface launch by combining personal storytelling, cohesive visual communication, and a low-friction distribution journey.

194Verified Font
Distributions
98%Participant-to-Recipient
Conversion
9 DaysCampaign
Duration