A bespoke typeface created for for Start-rite Shoes, a 200-year-old children’s shoe company in the UK. The aim is to retain the brand’s iconic heritage, make it stronger and bolder, and rediscover the sense of playfulness and exploration at the heart of the brand. ‘Typefeet’ font was designed to create a distinctive asset that leverages the brand’s specialism in children’s shoes and commitment to helping children move freely - the serifs become small feet.

Strategy – Jo Graham Consulting
Typeface design / digitisation – Jeremy Tankard / Roger Taylor
Twins illustration – Rebecca Sutherland
Animation – Jay Dingle
Photography – Fiona Burrage (lifestyle) / Tony Hay (product)
Film – Adam Clitheroe (director) / Shoot Media (production)