START READING CAMPAIGN
According to the PISA research, Russian teenagers read less and less. This sad fact made Federal Agency for Publishing and Mass Communication initiate a massive campaign promoting reading among youngsters.
SLAVA agency didn’t go conventional saying that books are interesting, provoking imagination and so on. They decided to say the truth – reading is hard and sweaty… like sport. So SLAVA took the most famous Russian writers (Leo Tolstoy, Nikolai Gogol, Anton Chekhov) and made them play ‘brain’ coaches. I was asked to help SLAVA with typography and created lettering for the campaign assets.
Lettering sketches and symbols variations.