When we dreamed up The Word Project, we would never have predicted that type would be created out of dirt, mustard, meat substitutes, flower petals, flour, or glycerine and water … or how often a laser would be involved.
The Word Project was born on a chilly New Year’s Eve, when we conceived of an internal creative project that would give us the opportunity to experiment with new techniques and tactics and that would be a blast along the way. The Word Project was a beloved, in-studio challenge at Kaldor. Each week, a word was chosen. For each, our copywriter wrote a story, and a member of our design team created a visual representation. The first weeks had some marginally interesting applications. Then Tim joined Kaldor, and The Word Project hit its stride. Assigned ‘Grundyism’ (a somewhat-made-up word from Sally), Tim laser-cut the word in a doily-esque fashion into a piece of white cloth. It was beautiful, it was creative, and it upped the ante considerably. Suddenly, The Word Project was energized by a spirit that brought out the Gretzky in all of us. Word Project one-upmanship, we called it, was responsible for some of our most exceptional Word Project masterpieces.