Type Directors Club
A New Chapter for a Storied Organization
The Challenge
Those of us in the design community are no stranger to the Type Directors Club. Yet after 70 years, the membership association’s numbers were stagnant. Outside of its annual competitions, the TDC was struggling to tell its own story.
The Outcome
Rather than rebrand, we reinvigorated the existing system, elevating opportunities to speak up and stand out. We generated as many ideas as possible for galvanizing public interest and zeroed in on three key areas: communication strategy, digital experience and membership outreach. We poured our energy into a welcome kit and website designed to remind the world that when it comes to type, the TDC reigns supreme.
We prioritized member outreach and revamped its digital presence to re-assert the TDC’s voice and value.
A PLAYFUL BRAND POSITION
From tiny type generators to Wes Anderson title screens, type has stepped confidently into the collective consciousness. Recognizing the opportunity presented by more people taking an interest in type, the TDC adopted a new positioning statement. Equal parts provocative and playful, it’s ripe with potential for witty wordplay and secondary messaging.
![Animation showing large words that read Type drives culture, community, creativity](https://www.firebellydesign.com/uploads/work/type-directors-club/tdc-typedrives-animation.gif)
WEB REDESIGN: TELLING THE TDC STORY
We reorganized the information architecture and created a values-based top-level menu, giving visitors a sense of what the TDC’s all about: Recognizing Excellence, Supporting Growth and Building Community. Then we cleaned up content so they could quickly take action.
![Full view of the recognizing excellence page of the TDC website](https://firebelly.cachefly.net/imager/work/type-directors-club/24052/TDC-Website-10_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/24052/TDC-Website-10_ee454403221da81e614f074db209e986.png 750w)
HOVER INTERACTIONS
Hover interactions within interactive text boxes sprinkled throughout trigger related imagery, tagged with specific keywords.
REINFORCING THE BRANDMARK
Round tags and a custom cursor are a nod to the TDC mark, boosting the brand at different touchpoints.
![Full view of TDC home page](https://firebelly.cachefly.net/imager/work/type-directors-club/21388/Communication-Design_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/21388/Communication-Design_ee454403221da81e614f074db209e986.jpg 750w)
![Full view of TDC member of the month page](https://firebelly.cachefly.net/imager/work/type-directors-club/24051/TDC-Website-11_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/24051/TDC-Website-11_ee454403221da81e614f074db209e986.png 750w)
RULES AND LAYERS
Exposed rules create structure, while layering defies it. A little friendly mischief can convey great confidence.
COMMUNICATION STRATEGY: CREATING CLEAR GUIDELINES
We took stock of every TDC channel, articulating clear goals and recommendations for each, from Twitter and Instagram to competition microsites and TDC central. Coupled with brand guidelines, those recommendations coalesced into a robust, user-friendly resource.
WELCOME KIT: MEMBERSHIP OUTREACH
Low-hanging, yet oft-neglected fruit: showing gratitude to the folks who make you what you are. To welcome new members to the TDC community, we designed a thoughtful print piece, equal parts sophisticated and curious, with a strong dose of storytelling.
![Closer cover of the TDC booklet that says Type is everywhere and hello](https://firebelly.cachefly.net/imager/work/type-directors-club/21211/TDC-Booklet-4_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21211/TDC-Booklet-4_ee454403221da81e614f074db209e986.jpg 750w)
![TDC Booklet laying flat and closed](https://firebelly.cachefly.net/imager/work/type-directors-club/21213/TDC-Booklet-1_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21213/TDC-Booklet-1_ee454403221da81e614f074db209e986.jpg 750w)
![Exterior design detail of the front and back of printed TDC booklet](https://firebelly.cachefly.net/imager/work/type-directors-club/21212/TDC-Booklet-3_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21212/TDC-Booklet-3_ee454403221da81e614f074db209e986.jpg 750w)
![Red short sheet cover with white printed TDC logo](https://firebelly.cachefly.net/imager/work/type-directors-club/21229/TDC-Booklet-2_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/21229/TDC-Booklet-2_ee454403221da81e614f074db209e986.jpg 750w)
Type, Texture and Layers of Meaning
We used typographic gestures, photography, different color stocks and die-cuts to capture the full expressive range of the TDC — from authoritative to eccentric. Layered, nested sheets and peak-through moments reveal the many ways type affects culture, creativity and community.
![Interior detail of TDC booklet showing elastic binding and page layering](https://firebelly.cachefly.net/imager/work/type-directors-club/21236/TDC-Booklet-11_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/21236/TDC-Booklet-11_ee454403221da81e614f074db209e986.jpg 750w)
![Interior detail of TDC booklet showing the word community and elastic binding](https://firebelly.cachefly.net/imager/work/type-directors-club/21239/TDC-Booklet-14_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/21239/TDC-Booklet-14_ee454403221da81e614f074db209e986.jpg 750w)
![Interior design detail of TDC booklet showing elastic binding, page layering and die cuts](https://firebelly.cachefly.net/imager/work/type-directors-club/21235/TDC-Booklet-10_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/type-directors-club/21235/TDC-Booklet-10_ee454403221da81e614f074db209e986.jpg 750w)
Repeating Elements
Inner nested sheets feature anchoring elements like the TDC dot, tying the tactile back to the digital space for a harmonious, end-to-end member experience.
![Interior design detail of TDC booklet](https://firebelly.cachefly.net/imager/work/type-directors-club/21237/TDC-Booklet-12_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21237/TDC-Booklet-12_ee454403221da81e614f074db209e986.jpg 750w)
![Interior design detail of TDC booklet showing elastic binding and page layering](https://firebelly.cachefly.net/imager/work/type-directors-club/21238/TDC-Booklet-13_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21238/TDC-Booklet-13_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Interior detail of TDC booklet](https://firebelly.cachefly.net/imager/work/type-directors-club/21230/TDC-Booklet-5_c4df45383e86f2857baa9f921d3ac0f8.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21230/TDC-Booklet-5_830ad9bed30fb5ca5d988ad89c0d8747.jpg 750w)
![Interior detail of TDC booklet with large paragraph and monogram visible](https://firebelly.cachefly.net/imager/work/type-directors-club/21231/TDC-Booklet-6_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21231/TDC-Booklet-6_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Front and back of TDC booklet revealing contact details](https://firebelly.cachefly.net/imager/work/type-directors-club/21240/TDC-Booklet-15_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/type-directors-club/21240/TDC-Booklet-15_cb26d228843f059b762fc3acba498b4b.jpg 750w)
Stats and Impact
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550
Additional daily users after site relaunch
Upon launch, the TDC.org saw a huge spike in traffic. The organization’s social media manager dove headfirst into the Brand Guide, reporting back the value of having all brand everything summed up so concisely in one handy resource. And over on Instagram, user @vivastruble perhaps summed it up best: “🔥🔥🔥.” We’ll call that a success.