Type-Face: A Game for Graphic Designers

Derrick Lin


Creative Agency: Goods & Service Branding.com
Creative Direction: Carey George and Sue McCluskey
Content: Mike Barber and Dylan Schoenmakers
Design: Nic Bradford and Taylor Toth
Production: Derek Moxon
Project Management Jess Arnold and Alexandra Montgomery
Printing Flash Reproductions http://www.flashreproductions.com
Project Type: Produced, Commercial Work
Client: Flasher Productions
Location: Toronto, Canada
Packaging Contents: Game
Packaging Substrate / Materials: Outer package: N-Flute: C1 side, Instruction booklets: 100lb Cougar text, Head bands: 74 lb PaperTyger cover
Printing Process: Off-set printing, screen printing and die-cutting

Every year, Canadian printer Flash Reproductions likes to push the limits on production to create a unique holiday gift for its clients (predominantly design and creative agencies), and 2016 was no exception.

They turned to creative agency Goods & Services, which came up with the game of Type-Face.

Type-Face bears some similarity to Hedbanz, as players put on a headband and place a card with a secret identity facing out for their opponent to see. But the similarities stop there. The identity is a typeface name, camouflaged in a pattern of letters, which can only be revealed by taking a flash photo with a smartphone (the name is printed using a special, light-activated ink).

Once the typeface name is revealed (to the player’s opponents), the player must ask a series of questions to correctly guess their typeface. To help guide the process, Goods & Services researched the background on each typeface, providing aspects such as its designer, foundry, attributes, history, etc.

The game includes a custom box, rules booklet, hints for identifying 20 typefaces, 20 pins that highlight the personality of the typefaces, headbands and the specially printed identity cards.

What’s Unique?
The factor that makes this packaging so special is that we had the opportunity to work with a client (Flash Reproductions) who wanted to push the boundaries of printing technology.