Case Studies / Typeface Launch Campaign
Next Station: Yesterday
An original Korean typeface inspired by subway maps, launched through an experiential campaign that converted exhibition visitors into active font users.
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.
- 01Passive Viewing
- 02Active Participation
- 03Font Adoption
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.
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
Campaign Identity & Touchpoints
Designing One Connected Journey
The time-travel subway concept was extended across every physical and digital touchpoint, creating one recognizable campaign experience.
- Ticket
- Booth
- Screen
- QR
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.
Conversion Journey
From Curiosity to Font Adoption
- 01Attract
Subway-inspired visuals drew attention.
- 02Engage
The time-travel prompt encouraged reflection.
- 03Personalize
Visitors created a message using the font.
- 04Convert
A QR submission led to email delivery.
- 05Retain
The .ttf file enabled continued use.
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.
Distributions
Conversion
Duration