Which one am I now? essentially tells the story of its own conception. Born from the ashes of a discarded website project, it’s based upon an accumulation of copy Hieronymus Kloss originally created for the rebranding of wild, a digital studio based in Vienna and New York.
Written without a definite brief, the texts revolve around the recurring theme of mankind’s ability to create and the struggle that comes with it. Wild eventually got photographer David Avazzadeh on board, to give the copy some visual support and a new lease of life, and decided to create a print a zine to carry the work. Now, Which one am I now?is available for free in locations all around Vienna.
We opted to use the striking Argestypeface for Hieronymus’ bolder, shorter texts, while the cleaner and more trim Beatrice was deployed for the longer texts plus footers and other details.