Gear is a flexible octagonal sans serif with an athletic aggression designed by MCKL. The typeface was designed to be flexible and modular. Gear comes in hot and heavy with a wide range of styles from XXXWide to XXNarrow, XXLight to Ultra, Slant, and Back Slant.
MCKL Type needed a digital campaign to promote the release of his newest typeface. Tapping into the athletic nature of the typeface, we conceptualized a campaign that puts the letters in aggressive and energetic scenarios. We aimed to showcase the typeface in various animations, and text settings related to show off the range of this superfamily.
Credits: (Director) Jeremy Mickel, (Creative Director) Edgar Casarin, (Designers) Edgar Casarin, Natalia Oledzca
