We are thrilled to be involved in a collaborative project with Thinking*Room to design a new identity for Popcult Group, an independent advertising agency. Our primary focus in this project is on the design of Popsans, a type family consisting of Popsans Thin and Popsans Fat, including the italic style. We strive to create a type family that exudes a strong and provocative character with condensed form and exquisite fine details. In the design process, we pay close attention to the values and goals of Popcult so that Popsans can become the centerpiece of Popcult's new identity and bring a dynamic way to craft and creativity in Popcult's recent days ahead. We are incredibly proud of our work and believe that the new identity of Popcult Group can be a strong and professional representation of this growing independent advertising agency.