Endy х TypeType: "Type личности" - веб‑тест на архетип брендинга шрифтов
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Objective
TypeType, one of Russia's leading font design studios, partnered with branding agency ENDY to increase awareness of their typeface library and demonstrate the connection between brand identity and font selection. The campaign aimed to educate a broad audience about branding archetypes while driving engagement with TypeType's products and services.
Solution
Type Личности is an interactive personality test designed to mimic Soviet-era medical records and psychological experiments. Users answer a quiz to discover their branding archetype and receive personalized font recommendations from TypeType's collection. The experience features AI-generated profile cards for each archetype (created with Midjourney), AI voice narration trained on preserved Soviet recordings, and animated video content. The retro-futuristic visual language playfully critiques brand personality classification. The test is hosted at typelichnosti.ru with accompanying video content available on Vimeo. A 9-person team from both agencies (art directors, designers, copywriters, and PR specialists based in Saint Petersburg) collaborated on the project, which launched in June 2024.
Results
The project received a Gold jury award in the Self-promotion category at the СРЕДА (Sreda) 2024 design festival.
