He/Him
What if typography could expose the truth behind misinformation?
Apply Gravity is a reactive type system that distorts biased or misleading content in real time, using live fact-checking data from platforms like Ad Fontes Media. From social media sliders to glitching billboards, the project transforms typography into an active participant in the battle for truth challenging how we read, share and trust information online. This project was created in collaboration with Matt Roberts.
Problem:
Misinformation on social media is a growing threat, undermining public trust and global stability. Without critical thinking, false information spreads unchecked, manipulating opinions and fueling division.
Insight:
As social media becomes a primary news source, biased and misleading content distorts truth and incites real-world harm, like the Capitol Riots and Southport Riots. The lack of transparency makes it hard to discern credible information.
Solution:
Our reactive font technology exposes bias in social media posts by using interactive sliders and fact-checkers like Ad Fontes Media. The campaign transforms biased text into visual distortions on major platforms, prompting users to challenge misleading content and think critically.
CDCT Roulette Winner 2025 🏆
This campaign is a satirical response to government-led anti-migration slogans, exposing the truth behind media-fuelled fear. Created for the Roulette 2025 brief ‘A Together World’, set by Accept & Proceed, through real data and unapologetic messaging this campaign challenges public perception and pushes for unity through truth.
Backing Britsh Beer
Between 2022 and 2024, over 600 UK breweries shut down, with small brewers hit hardest. In response I created BrewMark is a certification mark and campaign supported by an app, social media, and pop-up eventsthat helps people identify and support independent British breweries. It reconnects drinkers with the craft, care and community behind every pint while protecting local beer and brewing heritage.
