Thrive Living

A lively modification to the warm and approachable F37 Bobby as part of the Thrive Collection launch by Retirement Villages.

Retirement Villages is creating positive communities for people to continue to thrive. It’s not often a market leader is the one to disrupt and create positive change – empowering choice for the way people live, and tackling stigma head on. However, Retirement Villages Group is leading the charge.

Starting from F37 Bobby and alongside Something More, we created a truly ownable font family for Thrive. Their font family was to be used in both display and body copy. This meant the font family needed enough character to be distinctively ‘Thrive’ while also remaining legible for long copy. 

While F37 Bobby does have all the charm and character needed, it was slightly too childish for Thrive. Some of F37 Bobby's idiosyncrasies were ironed out during the development process; the lopsided ’S’ serifs and overly enthusiastic ‘g’ are great examples of this.

To bolster the sophistication of the type, the contrast was increased slightly, and ball terminals were used instead of serifs. Ball terminal are a prominent theme, with much of the font family's unique character coming from the inclusion of them in unexpected places. The ‘k’ ‘v’ ‘w’ and ‘y’ are perfect examples of this; the ball terminals elevate the maturity of the characters while also being a key focus of interest. Bringing a sense of playful seriousness, we also included a suite of ligatures.