Imagine if Helmut Lang, Maison Margiela and Jil Sander created a collaborative label, what might the imagery look and feel like? This was our starting point for our “campaign” for Right Serif. We created a series of imagery that felt part of a wider fashion campaign, this tied nicely to the unusual and contrasting anatomy of the characters of Right Serif. We explored these characteristics in the form or imagery that played with inversion & contrast.

Right Serif is a funky multitool, a spiced up workhorse that stretches between being highly functional and having a unique personality. Unlike many other serif typefaces taking roots in history, Right Serif originated as a sans-serif (Right Gothic to be specific) growing serifs. From there, the typeface inherited moderate contrast and features common among grotesks but rare in serifs, notably large x-height and a wide range of variable styles covering 7 weights × 7 widths. Although the family is mostly intended for large and medium sizes, styles close to Regular work really well for paragraphs of smaller-sized text too.