FF Attribute Text

Mathematic by Design, Human in Nature

This motion design piece was created to promote Monotype's FF Attribute text typeface, encapsulating the concept "Mathematic by Design, Human in Nature." By exploring the typeface's origins, the design connects to its roots, highlighting the evolution from a monospace to a faux monospace typeface, blending precision with a human touch. The animation incorporates geometric elements, smooth transitions, and contrasting shapes and colours to illustrate the typeface's journey and flexibility, emphasising its unique blend of mathematical precision and natural fluidity. Monotype provided this brief, and the solution was featured on their website in 2022.