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When the TDC asked us to design the call for entries for their upcoming international typography competition, we knew this was the opportunity to reframe how young designers viewed the organization. Our campaign blended information visualization, context-aware computing, co-creation, branded content, interactive projections, and some design philosophy to introduce the design community to typography’s future. In doing so, we hoped to challenge not only their visual understanding of typography but their philosophical understanding of what typography is and what role it serves. This poster was part of the 60th annual competition campaign.