The project’s story began in 2012, when the RIA Novosti new agency was starting to think about rebranding. We were looking at an enormous amount of work to bring some order to the brands (of which there were about 40) and how they were communicated (which was incredibly diverse and chaotic), and to come up with a new strategy. To a large extent, this all fell on the shoulders of Marketing Director Andrei Sikorsky and his team. While the marketing people were sifting through the various projects and their brands, and testing them for viability, the design department were doing the preparatory work for the task ahead. Among other things, we had to decide on the set of fonts that would be used. We had basically two options: either find the ideal fonts on the market, or order new ones made especially for us. At the time, the market was modest in size, and the options that we could consider turned out to be fabulously expensive for such an enormous brand as RIA Novosti, with its millions of web pages and dozens of users within the agency. We were left with an option that would take more time, but be more precise and economical – ordering a new font.