Video Marketing
Monotype Fonts
Electrifying the messaging & tone of a legendary brand and its flagship SaaS product in style.
About the product
Monotype’s premier font subscription service for the creatives of the world, Monotype Fonts is an ever-expanding library of iconic typefaces from some of the most renowned type foundries, with AI-powered visual font-discovery tools, single-point font & licensing management, complete with team sharing & creative collaboration features.
My role
As the Product Marketing Manager for Monotype Fonts, the first thing I set out to do was to refresh the way we talked about our products and features, and the media we chose to do so.
Leveraging my experience in creative direction, video, and design, I set out to give our beloved brand an overhaul to reach our audience — the creatives, where they lived — across social and the internet, to talk to them in the language they most preferred — visual and moving. Here’s a glimpse:
The video above was a culmination of several different angles looking at our product’s core value propositions and benefits, many shorter videos that came before it, and also became our highest performing ad on LinkedIn.
And now, let’s take a look at a few more feature launches and benefits being translated to video, shall we?
Value proposition
The world’s largest type library.
Let’s begin with the first and foremost promise—getting access to the world’s most expansive type library with your subscription. Our video was set to work with any aspect-ratio on any platform.
9:16
(Instagram stories, vertical displays, etc.)
16:9
(YouTube, horizontal displays etc.)
4:5
(LinkedIn post, Facebook feed, etc.)
Feature Launch
Addressing the infamous “missing fonts” problem.
The Monotype desktop app intelligently detects and syncs fonts missing from files in creative applications such as Photoshop, Illustrator, Keynote, etc.
Industry data showed creative people spend about 8 hours per week struggling with this issue that our app easily helped with. And here’s the video showcasing this benefit, and how:
The video was successful in highlighting the problem and clearly communicating how our technology led the solution.
In fact, this video went on to be custom-tailored in partnership with Adobe’s Print Partners Program to showcase how Monotype’s technology helped print-house workflows all around the world. Take a look:
Feature launch
Font management & collaboration.
With Monotype Fonts’ new & improved font management features, creatives teams could ensure brand consistency with more confidence than ever before. Here are 2 videos for the product launch — one a promo, and another a demo with voiceover:
Promo version
Demo with voice-over
Feature launch
Search — for that perfect font.
New capabilities in our search feature meant creatives could find their perfect typographic “gem” faster than ever before.
Feature launch
Import your own fonts.
Got fonts that ain’t Monotype? No problem! Using Monotype Fonts’ third-party font management features, brands could manage their entire inventory from the same interface using the same workflow they were accustomed to.
Event feature
Adobe MAX ‘20
How do you go about deciding which font best represents your brand? Don’t worry, we’ve got you covered with our expertise.