Hyundai Motors asked us to create a typeface hand in hand with the complete redesign of the brand. The big advantage was, that we could create it parallel with the new design works. So we could see directly how the typeface behaves in the environment like advertisements, website or other text uses. We where able to tweak things while already see them in the layouts. This made the work different to the normal type design process, because we could see directly what worked and what not.
We evaluated all fields where the typeface will be used in the end. It had to work perfectly in all printed materials, in the web, their apps, in their office environment and it has also should visually cover all their different brandspectrum. Like the racing cars as well as the high class limousines or electric vehicles.