BOLD

BRAND IDENTITY

ADVERTISING

TYPOGRAPHY

PROBLEM

This project was conceptualized as an entry to the D&AD New Blood Awards 2023

in response to a brief by Google Fonts. The challenge was to leverage the power of typography to make words matter by creating a typographic campaign for any cause that we care deeply about.

INSIGHT

If bullies could see how much their words hurt, they’d think twice.

SOLUTION

Client: Google Fonts
Creative Director and Lead Designer: Aparna Badgandi
Copywriter: Vijay Isaac
Design support: Harkaran Randhawa, Kavya Sridhar
Project done as an entry for D&AD New Blood (2023)

This is more than just a campaign against bullying, it is a movement. It is a voice for children that fights bullying with every tool in our typekit. The raised fist has been a symbol of unification and defiance for over a century. Combining this trademark icon with an anti-bullying message, BOLD stands for “Bullying, Oppressing, Labelling Disallowed.” Posters empathetically depict how the acts of labelling, isolating, name calling and body shaming make a child feel alone, creating a relatable and empowering visual language.