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In 1926, Marcel Bleustein-Blanchet etched a few bold shapes into a door in France. It was the beginning of something that would change advertising forever. Over a century later, those very forms have inspired a new chapter of change—now crafted not by one, but by the many hands that carry Marcel’s legacy forward.
We reimagined typography, rooting it in the geometry of our logo. Wide proportions. Rounded curves. Ink traps that honor traditional techniques. Arcs that end in flat edges. Every typeface has a glyph version. Because change means going against the norm. A full alphabet, Designed to create change.

My role: Head of Art, Creative Director, Art Director

CCO: Vini Dalvi
Art Direction: Olga Netaeva
Type Designer: Jamie Chang
Type Foundry: Manic Type
Copywriter: Elliot Lewis

Spotlight:

Under Consideration
Little Black Book
Another Graphic
World Brand Design Society
Abduzeedo
Creapills

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