Tiny - EV Typeface & Campaign

With the increase of electric vehicles globally and the past damage done to the environment from the overuse of fossil fuels, The New Zealand Government through their energy agency EECA, wanted to talk about and promote use of electric vehicles to the general public.

The campaign thought was 'tiny'. To make the least amount of impact while at the same time shifting hearts and minds to create a lasting impact in this nation-wide roll out. This 'Tiny' thought informed the tilt shift photography and film craft – making all the landscapes and cars within them seem tiny to help raise awareness around the tiny impact electric vehicles have on the environment. A better choice for a country known for its clean green image.

The common truth for electric vehicles is they're plugged in to a charge unit at home or on the road to recharge. Part of the campaign launch was to consider an identity typeface and a complete family of type that compliments the idea of a power cord – an obvious but effective way of building a typeface and linking letterforms. Two weights were produced EV light Cord and EV Power Cord with the help of our friends at the Designers Foundry.