Fonts are crucial in brand design. They contribute to the brand’s personality and tone, whether it’s friendly, authoritative, luxurious, approachable, or clinical. They must be readable, accessible, versatile, and consistent.
Our new client asked for our help designing display ad campaigns for their new drug, Tepezza (teprotumumab-trbw). Tepezza treats people with Thyroid Eye Disease (TED), most people with TED have vision issues and difficulty reading. The Tepezza brand manual designated a standard sans serif font. But knowing the target audience had difficulty reading, we decided to research the most readable fonts and recommend them to our client. We recommended Tiresias, a family of TrueType sans-serif typefaces designed for people with impaired vision at the Scientific Research Unit of the Royal National Institute of Blind People in London.
Tiresias became the brand font. Brand guides were updated, and the website was redesigned using Tiresias pc fonts. Tiresias was so on brand for Tepezza that patients started asking about it so they could use it themselves.