People spend their entire lives designing and discussing fonts. Art Directors search through hundreds, sometimes thousands of fonts to find the one that gives off just the right vibe. Sure, we’ve all used Helvetica. And most of us probably understand bold, italics and maybe even serif versus sans serif fonts. But why do so many marketers look at fonts as an after thought? Or use the let’s pick one font and stick to it theory, never to be thought about again. Sure there is the argument for brand consistency, and that’s important. But what if sometimes, the font actually became the hero instead of a logo or beauty shot of a product? What if instead of being the subtle hint of what the brand is trying to say, it morphed into the message? That’s what these ads from Ireland have done. They didn’t use flat type and just add interesting transitions to make it more engaging. They let the type actually tell the story. Morphing it into objects and allowing it to give a sense of what was being discussed. If the marketer had just chosen one corporate font and stuck with it, these ads could never have existed. Maybe it’s time to revisit the old standbys of brands, the brand standards.