![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/1400/1e53a584513547.5d6005cd7ab7d.jpg)
Type Directors Club
Revitalizing a Storied Brand
The Challenge
Those of us in the design community are no stranger to the Type Directors Club. Yet after 70 years, the membership association’s numbers were stagnant. Outside of its annual competitions, the TDC was struggling to tell its own story.
The Outcome
Rather than rebrand, we reinvigorated the existing system, elevating opportunities to speak up and stand out. We poured our energy into a welcome kit and website designed to remind the world that when it comes to type, the TDC reigns supreme.
Type Drives Culture
Recognizing the opportunity presented by more people taking an interest in type, the TDC adopted a new positioning statement. Equal parts provocative and playful, it’s ripe with potential for witty wordplay and secondary messaging.
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/905cc384513547.5d5eef7c2d8a1.gif)
Web Redesign:
Telling the TDC Story
We reorganized the information architecture and created a values-based top-level menu, giving visitors a sense of what the TDC’s all about: Recognizing Excellence, Supporting Growth and Building Community. Then we cleaned up content so they could quickly take action.
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/50eea684513547.5d6005cd7b0d4.png)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/e21f8584513547.5d6005cd7b484.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a2e9d884513547.5d5f10a848cf0.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/1ec1e384513547.5d5f10a8488d1.gif)
Communication Strategy:
Creating Clear Guidelines
Creating Clear Guidelines
We took stock of every TDC channel, articulating clear goals and recommendations for each, from Twitter and Instagram to competition microsites and TDC central. Coupled with brand guidelines, those recommendations coalesced into a robust, user-friendly resource.
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/1400/c1749f84513547.5d6005cd7a5d0.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/d645ec84513547.5d6010995275e.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/46185784513547.5d60109952e68.gif)
Membership Outreach:
Welcome Kit
Low-hanging, yet oft-neglected fruit: showing gratitude to the folks who make you what you are. To welcome new members to the TDC community, we designed a thoughtful print piece, equal parts sophisticated and curious, with a strong dose of storytelling.
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/fbf4f284513547.5d5eef7c2cb9f.jpg)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/46f5c584513547.5d5eef7c2e810.jpg)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/0ad26084513547.5d5eef7c2e06e.jpg)
Type, Texture and Layers of Meaning
We used typographic gestures, photography, different color stocks and die-cuts to capture the full expressive range of the TDC—from authoritative to eccentric. Layered, nested sheets and peak-through moments reveal the many ways type affects culture, creativity and community.
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/1400/428edd84513547.5d5efa68b4f21.png)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/0dba8884513547.5d5efa68b6a35.jpg)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/9d848284513547.5d5efa68b5c5f.png)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/cdae8784513547.5d5efa68b5514.png)
Repeating Elements
Inner nested sheets feature anchoring elements like the TDC dot, tying the tactile back the digital space for a harmonious, end-to-end member experience.
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/6dba9b84513547.5d5efa68b6ed7.jpg)
![Web Design community brand strategy print community development editorial design event page communication strategy brand guide type directors club](https://mir-s3-cdn-cf.behance.net/project_modules/1400/53222684513547.5d5efa68b4039.png)
Upon launch, the TDC.org saw a huge spike in traffic.
Daily users grew from 450 to over 1,000. The organization's social media manager dove headfirst into the Brand Guide, reporting back the value of having all brand everything summed up so concisely in one handy resource. And over on Instagram, user @vivastruble perhaps summed it up best: “🔥🔥🔥.”
We'll call that a success.