Automaton1

Automaton echos the dynamic nature of electric circuts.

Project:
Automaton

Classification:
Type Design, Research, Strategy, Copywriting

Recognition:

Let's Grow Together

Client
‍Application design
‍
Deliverables
Brand design
Brand experience
Brand management
Brand platform
Brand strategy
Concept development
Design strategy
Digital design
Motion design
Naming
Type design
UX/UI design
Visual identity
Visual language

Employees
10

Clients
51

In 1906, Creve Coeur Farmer’s Bank was established to help residents of a small, farming community near St. Louis reach their financial goals. Creve Coeur Farmer’s Bank later became First Bank in 1986. Creve Coeur Bank’s family heritage was communal and it set the strong foundation to grow through the leadership of the Dierberg family.

Our challenge was that First bank is a family oriented and exclusive company conservative in their positioning with outdated tone of voice. To solve this problem we prioritized community through inclusivity, updated products, and updated positioning. We set the framework for First Bank to make this transition through creation of personal and business banking solutions as well as educational resources. We’re in the business of helping our clients grow and recognize their value.

A neo-cybernetic modern typeface

Project introduction

Automaton is a modern typeface rooted in the foundation of Scotch Modern, Bodoni and Didot. However, it is primarily inspired by Columbia Antiqua, a type specimen originally crafted by the Bauer Type Foundry. Created for the Chicago World Fair of 1893, which showcased groundbreaking inventions like A/C power and the Ferris wheel, Columbia Antiqua embodies the spirit of innovation.

Challenges

As I developed my thesis, one of my goals was to create a typeface that functioned as a micro representation of the relationship between technology and humanity. Throughout its creation, the main struggles with the Automaton typeface were retaining consistent kearning while keeping the merged serif characteristic and maintaining the key distinctions while expanding into the 5 weights and italics.

Solution

In Automaton, its sharp, angled joints and upright, merging serifs echo the dynamic nature of electricity. The tension within characters like "e" and "c" draws from the resilience of bent steel beams. Reflecting the interplay between technology and humanity, Automaton encapsulates the ongoing push and pull of progress.

Inspired by technology

Typeface language

Automaton's design intricately weaves the language of electricity and metallurgy into its very essence. By deliberately choosing the language of raw materials and technology, Automaton encapsulates the perpetual interplay between innovation and humanity.