Veer's Visual Elements catalogs were mailed out to customers quarterly in obscene quantities. The first third of each book was a concept section demonstrating the interplay of stock photos and typefaces. Pages from two of my favourite concept sections are shown below.
When Veer co-produced Gary Hustwit's 2007 documentary Helvetica, I had the opportunity to work on some of the film's promotional materials. Those included a two-sided notebook inspired by a film quote and the ad for the film's world premiere at SXSW.
The centrepiece of The Very Secret Order of Creatives Understanding campaign was a member handbook containing the society's philosophy, rules, and rites of passage. There were also seven difficult riddles that could be solved and redeemed for discounts.
I wrote this trilogy of short animated films to make the art & science of typefaces more accessible. The style of the films was inspired by retro science films, like Frank Capra's Our Mr. Sun (1956).
The Missing Piece was a pulp fiction themed jigsaw puzzle that could be assembled to reveal the discount code "caseclosed".
Nothing sells fonts like showing them in use. The goal when writing them was to use as many of the most interesting characters as possible.
With a tightened marketing budget, and a year’s worth of creative conferences to attend, we were asked to devise a new trade show booth that would be affordable to build and ship. We struck on the idea of a booth made entirely of cardboard boxes, labelled on the outside with the kinds of fonts, illustrations, and stock photos they held. The total cost per booth was under $500, each set of boxes was shipped flat, and they were either recycled or gifted to attendees on the final day.
I belonged to a small team dedicated to managing the Ideas section of Veer.com, and during my 6 years with the company I wrote hundreds of posts on Veer's high-traffic design blog The Skinny.
Copywriting: Anders J. Svensson
Design: Christina Sweetman (Creativity Never Sleeps, 22 Tall Type Tales, The Very Secret Order book), Drew Ng (The Very Secret Order crest, Type Trilogy, Veer Booth), Anna Coe (Helvetica Film Premiere), Dan Parry (Type Trilogy, Veer Ideas), Donna Holesworth (The Missing Piece), Justin Lafontaine (Solid Gold, Summer School).