Studio Uglycreated the visual identity for the social campaignsStadtrand-Buddies and KlingelZeit. These two projects were initiated byAWO Berlin Kreisverband SüdostandNeuköllner Engagement Zentrum, and aim to help lonely senior citizens in Berlin-Neukölln by supporting sociable activities with neighbors and volunteers. The campaigns included a postcard/flyer, a folded leaflet, a bookmark and social media assets. It was typeset inHAL Repost, published byHAL Typefaces. The printed ephemera was produced bySpreedruck. To view this video please enable JavaScript, and consider upgrading to a web browser thatsupports HTML5 video
The typography communicates a warm, community-driven energy that feels approachable yet purposeful. HAL Repost's alternating glyph styles and camelCase treatment create a playful, human-scaled personality that suggests grassroots activism without losing civic credibility. The contoured letterforms and animated qualities convey accessibility and inclusivity—crucial for reaching isolated seniors.
HAL Repost works perfectly for this social campaign because its variable glyph alternatives prevent the institutional coldness typical of civic communications. The font's robust character set with alternating styles creates visual rhythm that keeps messaging engaging rather than bureaucratic. Its strong readability across sizes ensures accessibility for senior audiences, while the playful alternates signal that this isn't another sterile government program.
While using a single typeface family, HAL Repost's internal style variations create rich typographic hierarchy through its alternating glyph system. The camelCase treatment and contoured styling work together to establish different information levels—from bold call-to-action text to supporting neighborhood details. This systematic approach maintains brand cohesion across postcards, leaflets, and digital assets while preventing monotony.