Goods & Services is a branding agency in Toronto, Canada. Specialising in strategy, design, communications and digital services, the studio was founded 25 years ago by owners Carey George and Sue McCluskey.

Towards the end of last year, the agency worked on a brief set by Canadian printer Flash Reproductions, which “likes to push the limits on production to create a unique holiday gift for its clients”. In response, Goods & Services dreamt up a brand new game, Type-Face.

Type-Face bears some similarity to Hedbanz, as players put on a headband and place a card with a secret identity facing out for their opponent to see. But the similarities stop there. The identity is a typeface name, camouflaged in a pattern of letters, which can only be revealed by taking a flash photo with a smartphone – the name is printed using a special, light-activated ink.

Once the typeface name is revealed to the player’s opponents, the player must ask a series of questions to correctly guess their typeface. To help guide the process, Goods & Services researched the background on each typeface, providing aspects such as its designer, foundry, attributes and history.

The game includes a custom box, rules booklet, hints for identifying 20 typefaces, 20 pins that highlight the personality of the typefaces, headbands and the specially printed identity cards.

To see more from the agency, check out Goods & Services Branding.

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Author: Laura Collinson

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