What transforms a good idea into an experience? How do you create a campaign that is not just seen, but truly felt? Is there a risk that a message might be misunderstood or lost amid the colorful noise of today’s talkative digital space?
The projects for the digitization of the fonts of Levski, Botev, and Rakovski, initiated by the National Card and Payment Scheme (NCPS), part of BORICA AD, are a powerful example of the strength of communication when it is combined with meaning, emotion, and personal engagement.
From the very beginning, Smarkethink became a communication partner in this initiative. Even then, we knew this would be a different kind of campaign. It was a story that deserved to be told in a way that would touch people’s hearts — a story meant to be experienced, not just read.
From Idea to Impact
Our task went far beyond simply presenting and promoting three digital fonts. We wanted to create a living bridge between past and present — to help a new generation feel and encounter the spirit of Levski, Botev, and Rakovski through the language of the present day
That’s why we built a comprehensive, multi-layered communication strategy. From the core concept and visual identity to content that tells a story, inspires, and leaves a lasting trace. We organized events for journalists, partners, and clients — each with its own character, atmosphere, and attention to detail. With precision and care, we developed visual materials and crafted messages that didn’t just speak, but stayed remembered. Every element carried the spirit of the cause — authentic, emotional, and respectful.
When Communication Has a Voice You Recognize
These font campaigns didn’t simply speak to the audience — they spoke with it.
Every word, every design choice, every message was infused with authenticity. We aligned digital tools, live experiences, and media presence so they complemented rather than competed with one another. We found the balance between emotion and substance, between visual expression and meaning.
From the Classroom to the Family — to the Heart
But we didn’t stop at telling the story. We looked for a path to the people themselves. The NCPS projects entered classrooms, libraries, and family spaces.
Because we believe meaning truly comes to life when a message is passed on — from adults to children, from the past to the future.
And we did it together. The results are not just numbers; they are human reactions — comments, shares, excitement.
- The campaign reached over 1 million people in Bulgaria
- The fonts were downloaded more than 2,500 times, free of charge
- Today, the fonts are used in schools, universities, and cultural and educational initiatives in Bulgaria and abroad
But most importantly, children in classrooms now see the words of Levski and Botev written in their authentic handwriting.
When Communication Meets a Cause
This project was more than a campaign. It was an experience — a memory, a connection.
It was an opportunity to show what is possible when we truly believe in what we do.
Behind the realization stands a team driven by experience, energy, and dedication — from NCPS, from the designers who created the digital fonts, and, of course, from our own team. Smarkethink doesn’t simply share projects. We create stories that reach people — and stay with them.
Because history doesn’t live in the past.
It lives in the way we tell it today — and in the meaning it carries forward.
