Throughout last year, I worked with the Leo Burnett Dept. of Design on a major repositioning of the Sprint brand. A major component of this was the development of a new proprietary typeface to be used across everything from internal communications to mainline advertising. We worked with the brilliant Christian Schwartz of Commercial Type to design this new extension of the Sprint Brand Identity. The challenge was balancing an approachable, conversational voice that celebrates the individual quirks of its users, with its developing technological capabilities.
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