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WorkGraphic Design

Goods & Services creates game of Type-Face for graphic design lovers

Goods & Services is a branding agency in Toronto, Canada. Specialising in strategy, design, communications and digital services, the studio was founded 25 years ago by owners Carey George and Sue McCluskey.

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Colourful components of the Type-Face game laid out, including boxes, cards, headbands, pins and instructions in black, green, blue and red

Towards the end of last year, the agency worked on a brief set by Canadian printer Flash Reproductions, which "likes to push the limits on production to create a unique holiday gift for its clients". In response, Goods & Services dreamt up a brand new game, Type-Face.

Type-Face bears some similarity to Hedbanz, as players put on a headband and place a card with a secret identity facing out for their opponent to see. But the similarities stop there. The identity is a typeface name, camouflaged in a pattern of letters, which can only be revealed by taking a flash photo with a smartphone – the name is printed using a special, light-activated ink.

Once the typeface name is revealed to the player’s opponents, the player must ask a series of questions to correctly guess their typeface. To help guide the process, Goods & Services researched the background on each typeface, providing aspects such as its designer, foundry, attributes and history.

The game includes a custom box, rules booklet, hints for identifying 20 typefaces, 20 pins that highlight the personality of the typefaces, headbands and the specially printed identity cards.

To see more from the agency, check out Goods & Services Branding.

Type-Face board game components laid out including black boxes with letter patterns, coloured headbands, circular pins, identity cards and instruction materials
Colourful Type-Face game cards in red, blue, green and black arranged at angles, with letters and symbols visible on their surfaces
Stacked boxes of the Type-Face game featuring bold geometric designs in blue, red and black with white typography and a neon green label reading "TYPE-FACE
Two black game cards displayed side by side, showing the Type-Face game design by Goods & Services with letters and geometric patterns, the right card revealing a typeface name under flash photography using light-activated ink
Type-Face game components including the black box with coloured tabs, instruction booklet with blue cover, stacked game boxes and identity cards with light-activated ink
Colourful stack of Type-Face game cards with red, blue, black and green identity cards featuring hidden typeface names revealed by flash photography
Type-Face game components including stacked coloured headbands, a red card and a green curved display box with a black card featuring light-activated typeface names
Two views of the Type-Face game headband with a player wearing it, showing the card's hidden typeface name revealed by flash photography on the right side
Colourful pins featuring typeface names and design attributes scattered on a grey surface, part of the Type-Face game by Goods & Services
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