Lucas Casão
Creative Director at Arnold
United States
TitleADLaM
BriefTo help preserve the Pulaar language — and help fight illiteracy within the community — we worked with the Barry brothers to rebuild ADLaM for the digital age and put it in the hands of the 60 million Fulani across the globe connecting through technology.While alphabets usually take hundreds of years to evolve into their final form, we were able to speed the process, using real-time community feedback to revise ADLaM’s outdated letterforms.Taking inspiration from Fulani visual culture, we researched hundreds of traditional textile patterns and designs, uncovering their unique meanings to define the final form of the characters. By weaving their heritage into the solution, the Fulani saw themselves in their very own alphabet.This new version of the alphabet is being made accessible on over one billion devices around the world, enhancing the Fulani’s access to educational, business and social tools—ensuring both the language and culture ADLaM represents live on for generations.
Agency
Campaign ADLaM
Advertiser Microsoft
Brand Microsoft

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
PhilosophySubscribers Only
ProblemSubscribers Only
Media Type Digital
Length
Music
Advertising Manager Ka....en H..l Subscribers Only
Advertising Manager C...l Ph....ps Hu.....son Subscribers Only
Advertising Manager S...e S....ns Subscribers Only
Advertising Manager H...ah W....ng Subscribers Only
Advertising Manager L..i G...s Subscribers Only
Client Global Creative Director S..n S...r Subscribers Only
Client Senior Creative Director P....is M...hy Subscribers Only
Client Creative Director S...e F...e Subscribers Only
Advertising Manager K...na R..k Subscribers Only
Advertising Manager A....ey F....ov Subscribers Only
Advertising Manager Kr.....er G...er Subscribers Only
Advertising Manager S...a L....ey Subscribers Only
Producer K...y B....er Subscribers Only
Strategist S...e W...s Subscribers Only
Advertising Manager .i D....ls Subscribers Only
Advertising Manager A...ew G...s Subscribers Only
Regional Chief Creative Officer S..n B...n Subscribers Only
Chief Creative Officer S...ne Mi.....ton Subscribers Only
Chief Creative Officer P...re L...on Subscribers Only
EVP, Global Executive Creative Director Cr....na R...a Subscribers Only
EVP, Global Executive Creative Director P..e J....on Subscribers Only
EVP, Head of Design M..t ..n L....en Subscribers Only
Design Director M..k Ph.....ut Subscribers Only
Designer C...ho ..n Subscribers Only
Designer M...k D...ee Subscribers Only
Senior Creative technologist A...ia F..r Subscribers Only
Senior Art Director M...y B...dy Subscribers Only
Senior Copywriter S...h W...er Subscribers Only
Associate Creative Director / Art Director K...o K..o Subscribers Only
Associate Creative Director / Copywriter L...s R....ro Subscribers Only
Group Creative Director/Art Director Gu.....me R..z Subscribers Only
Group Creative Director / Copywriter L...s C...�o Subscribers Only
EVP, Chief Production Officer A...n K...n Subscribers Only
SVP, Executive Integrated Producer S...y F...m Subscribers Only
Senior Integrated Producer .J S...r Subscribers Only
Senior Integrated Producer J..y S...on Subscribers Only
Junior Producer T...ae D...s Subscribers Only
Videographer K...e H...y Subscribers Only
Senior Music Producer C....en Da.....om Subscribers Only
Junior Music Producer M....on R..e Subscribers Only
Chief Strategy Officer E...a Y..r Subscribers Only
VP Strategy Director A...eo P...a Subscribers Only
Associate Strategist K..a J....on Subscribers Only
Post Production C...t .Y Subscribers Only
Director J..n D..i Subscribers Only
Director/Photographer A...ew Z....er Subscribers Only
Photographer K....ja F...h Subscribers Only
Announcer S....ma Subscribers Only
Creator Ib....ma B...y Subscribers Only
Creator Ab.....ye B...y Subscribers Only
Typeface Design M..k J...a Subscribers Only
Typeface Design N..l P...l Subscribers Only
Typeface Design A...ew F...t Subscribers Only
Textile Expert D...an C...ke Subscribers Only

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started