Havas London worked with Colophon Foundry to design a typeface that could “speak to people everywhere, from NHS waiting rooms to Porn Site MPUs,” says Fruzza. The result, One Night Sans, is a “clear and trustworthy” typeface spanning across nine widths with subtle nods to the lozenge shape throughout. “Beyond the tonal breadth afforded by the widths, contextual alternatives and expressive punctuation, it gives the brand personality even greater amplification wherever and whenever we need to talk with our audience,” says Fruzza.
For the photography Havas London wanted to hold up a mirror to the real world of sex, creating three lenses: “real scenarios”, “real character” and “real feel”. “Real scenarios is about capturing those fly on the wall moments of genuine connection,” explains Fruzza. “Real character is about showing the subject aware, and portrayed confidently, while real feel is about showing the sweat, goosebumps and all the other visceral things that conjure up how sex can feel.” Where they could, Havas London cast real couples, shot in natural light, and held back on any airbrushing, to capture the “beautiful imperfections” of their subjects.
The new identity and campaign launched today (14 February), to coincide with Valentine’s Day. Elliot Harris, RB global executive creative director at Havas, adds, “This new brand purpose will lead to healthier conversations around, and attitudes towards, sex, but also greater inclusion and acceptance for those who might not always experience it. This might be the most important piece of work we ever do.”