A typographic-forward identity
In 2024, we customized our Sans Plomb type family to support the visual identity of Kamala Harris’s presidential campaign. The creative direction drew inspiration from American political graphics of the 1940s–70s: bold, direct, and unmistakably optimistic. Sans Plomb was selected by Wide Eye to embody to visually embody the candidate’s charisma and determination — a condensed, structured, no-nonsense typeface capable of expressing authority with contemporary clarity.
To give the campaign greater expressive range, we expanded the type family with new weights, renaming this tailored version Fearless. We also developed a fully rectangular punctuation system to align every typographic detail with the project’s graphic intent. This customized version provided a powerful, coherent, and instantly recognizable foundation across all campaign communications.
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