Sarah Hyndman and 1HQ workshop

Fonts Decoded
How to power your brand

This interactive session is part of Sarah Hyndman’s collaboration with semiotics expert Amelia Boothman of branding agency 1HQ.

We set the scene on how brands communicate through design and highlight the new emergent brands that are increasingly focused on type. 1HQ Director of Brand and Innovation Strategy, Amelia Boothman, will be joined by guest speaker Sarah Hyndman, author of ‘Why Fonts Matter’. We’ll work across a series of FMCG categories with real life examples. Come away fully versed in how type can be used to create meaningful stories and code different emotions for your brand.

“Wow! my eyes have been opened to power of fonts after last nights fantastic talk. Fonts have always played an important role in brand design to ensure the right brand perception and create stand out at shelf but there is now science behind it and evidence of the role font plays in our subconscious.”

You will learn

• A simple model of how brands create differentiation
• How type is being used by established and emergent brands
• How different fonts can code brand tones of voice
• How to say more with less in a minimalist design environment
• Practical tips you can start applying right away

26th March: Dalston (fully booked)
27th March: Windsor

18:00-18:30 Welcome drinks
18:30-19:45 Interactive Masterclass
19:45-20:15 Q&A discussion
20:15-20:45 Drinks and networking

Fonts Decoded: How to power your brand

About Amelia Boothman

Amelia Boothman is the Director of Strategy for the global brand agency 1HQ.  She has a wealth of experience in creating meaningful brand stories for brands using trends, research and semiotic platforms. Whether it’s working with existing brands or creating new ones, Amelia has lots of engaging case stories to evidence the need for brands to look to the instinctive Systems 1 coding rather than more rational points of difference typified by Systems 2 thinking.

About Sarah Hyndman

Sarah Hyndman investigates typefaces as visual codes; how they document cultural tastes and create meaning. She is the author of ‘Why Fonts Matter’, a TEDx speaker, a regular on BBC Radio 4 and a judge for both D&AD and Penguin awards. She runs workshops for a range of high profile organisations and has had two studies published in collaboration with Professor Charles Spence of the Crossmodal Research Laboratory at the University of Oxford.

Limited places available, please email

Alternatively, get in touch to arrange a Decoding type session for your group or organisation.