SYNOPSIS: Mindcandy's type foundry experienced exponential growth between 1997 and 2000. We grew from a small independent type foundry, with several dozen typefaces in 1996, into an internationally recognized "collective foundry"; featuring over 450 fonts from nearly 50 type designers from 13 different type foundries around the globe. After three years of steady growth, we redesigned our brand identity. Next, we redesigned our website and increased our product offerings to include a collection of textural imagery and our own line of apparel. After adding the new product lines, we embarked upon an ambitious marketing campaign utilizing print, internet and direct mail advertising. We targeted our advertising efforts towards our core audience—graphic designers at advertising agencies, video & post-production houses and in-house corporate design shops. We advertised in publications such as Print Magazine's Regional Design Annual, How Magazine's Annual Typography Issue and Baseline Magazine—the preeminent typography magazine.

RESULTS: After our marketing campaign in 2000, our annual sales increased over 400%. Our client list spans the gamut of industry, including: ABC, A/E Sports, Disney, Elektra Entertainment, HBO, Jim Henson Productions, Microsoft, Motorola, Major League Baseball, MTV, NFL, Pfizer, Playboy Enterprises, Showtime The World Bank and Yahoo!