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Many Filipinos are unaware of the works, and even the names, of their own National Artists.
To help Filipinos remember the legacies of our National Artists, Ayala Museum launched OBRA TYPEFACE. A typeface named after Filipino National Artists and designed based on their signature styles.
The campaign launched with a typeset inspired by National Artist Abdulmari Imao—the IMAO OBRA TYPEFACE.
HOW IT CAME TO LIFE
Abdulmari Imao’s signature sarimanok, okir, fish, and Muslim motifs were applied to the characters in the typeset, embracing Imao’s fondness for the beauty of nature and Islam culture.
IMAO.OTF can be used in many ways and translated in many forms. Giving artists the freedom to put their own unique twist.
In a few weeks, Imao was all over social media, igniting new interest in his works, his story, and ultimately, his legacy.
ONCE IN A LIFETIME EXPERIENCE
Who would have thought a simple art director in the Advertising industry could work with the National Artists of the Philippines? It was a daaaaaaaaamn fucking dream.
Brandie Tan and Dave Ferrer, the creative heads of Wunderman Thompson Philippines had a great idea to bring to life the distinct art styles of these high brow artists and turn them into typefaces. Me, together with my awesomesauce copywriter partner, Albert Millar worked really hard for two years to mount this enormous exhibit and collaboration with Ayala Museum and big artist names in the Philippines.
Gold - Araw Values Award 2019
Silver - Kidlat Awards 2021
Say Hello to the First Font Inspired by a Filipino
First font named after a PH national artist launched
Ayala Museum Introduces Obra Typeface to Honour Iconic Filipino Artists