Blaze Type Foundry
Blaze Type Foundry is a digital type design foundry based in Lyon, France.
24/02/2026
Thanks to for the find! built ’s brand by ignoring what AI is supposed to look like.
The Toronto-based studio avoided gradients, glowing orbs and neural network abstractions. Instead, they started with a question: what does using Howie actually feel like? The answer – relief, satisfaction and a conspiratorial wink – led to a fashion-forward aesthetic with people at its centre.
The strategic move was reclaiming a word competitors avoid. While AI tools cluster around assistant and copilot, newkid positioned Howie as ‘The People’s Secretary’ – a title carrying weight from its use in government positions like Secretary of State, reframed for contemporary accessibility.
Typography builds from Blaze Type’s Slussen family, chosen for its industrial feel and fashion sensibility. The colour palette deliberately abandons typical tech blues for something warmer and more distinct.
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Explore the full case study at our link in bio.
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CREDITS
Design:
Brand:
Typography: Slussen family by and OCR A by American Type Founders
Motion:
Photography:
Photo Production:
Video Director:
Video Production:
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Contacter l'entreprise
Site Web
Adresse
20 Montée Saint Sebastien
Lyon
69001