Microsoft / GlobalDesign & Packaging · Digital & Tech
ADLaM: An Alphabet to Preserve a Culture.
Microsoft and McCann New York turned ADLaM, a handwritten alphabet invented for the Fulani people's Pulaar language, into a digital typeface built into Microsoft 365.
- Brand
- Microsoft
- Agency
- McCann New York
- Market
- Global
- Region
- Global
The challenge
Pulaar, a West African language, had no alphabet of its own until brothers Ibrahima and Abdoulaye Barry from Guinea created ADLaM. As a handwritten script it could not be used on phones and computers.
The idea
Working with the Barry brothers and type specialists, the team designed ADLaM Display, a typeface that draws on Fulani visual culture and keeps the script readable on screen. Microsoft added native support for the script across Microsoft 365 on desktop and mobile, and made the font available to download.
Case study source: Design Week Source ↗
Awards
- Cannes Lions 2024Creative Strategy – E01 PRODUCTS/SERVICESBronze
- Cannes Lions 2024Creative Effectiveness – B04 CREATIVE EFFECTIVENESS FOR GOODSilver
- Cannes Lions 2023Brand Experience & Activation – E05 CULTURAL INSIGHTGold
- Cannes Lions 2023Industry Craft – A01 BRAND & COMMUNICATIONS DESIGNGold
- Cannes Lions 2023Sustainable Development Goals – A04 QUALITY EDUCATIONSilver
- Cannes Lions 2023Creative Business Transformation – A03 TARGETING, INSIGHTS & PERSONALISATIONGrand Prix
- Cannes Lions 2023Creative Business Transformation – A01 EXPERIENCE TRANSFORMATIONBronze
- Cannes Lions 2023Design – A03 DESIGN-DRIVEN EFFECTIVENESSGrand Prix
- Cannes Lions 2023Brand Experience & Activation – B10 CROSS-PLATFORM DIGITAL EXPERIENCEBronze
Credits
- Creative agency
- McCann New York
- Co-creator of the ADLaM alphabet
- Ibrahima Barry
- Co-creator of the ADLaM alphabet
- Abdoulaye Barry
