Macy’s approached typographer and graphic designer Craig Ward to create an innovative and engaging type treatment for the Macy’s 4th of July fireworks celebration campaign. Ward is know for pioneering typographic works and often scientific solutions to projects.
Inspired by classic geometry of 1920’s Broadway style fonts, using long exposure photography he set about creating a tool kit of the basic parts of typography. Ward took around 500 shots of straight lines, circles and semi circles along with some more energetic scribbles and then he began to fashion the individual letters by layering up the images. All in all each letter is completely unique and utilizes, on average, around 11 photographs plus some adjustment layers. We find the end result to be inspiring and unique.