¶ Momart has been successfully operating on the fine art handling market for over 40 years and built their position mainly through referrals and word of mouth. Due to increasing competition Momart recognised the need for adopting a more proactive marketing approach and have asked me for help with defining their brand and visual identity. ¶ The objective was to develop a clear, recognisable brand identity which could be used for various communication channels and convey a consistent message, carefully targeted to relevant audience. ¶ We have decided to use one of the largest font family available, FF Good and FF More, designed by the Warsaw based type designer Łukasz Dziedzic in 2008–2010. Łukasz Dziedzic built FF More serif to work alongside his FF Good sans serif typeface, resulting in a powerhouse superfamily, versatile in both its function and aesthetics.