Agency creates revenge font from graffiti

They say revenge is a dish best served cold – but for independent creative agency DUDE, it’s best served creatively.

After their East London office was hit with mindless graffiti, the team decided to turn the scribbles into something valuable: a brand-new typeface.

The Rusht Gewey Hotsex Pistol Pete Sans font takes its name from the random words spray-painted onto the agency’s Vyner Street HQ.

Instead of lamenting the defacement, the agency transformed it into a unique ‘revenge’ font, with all proceeds going to Bow Arts, a charity supporting arts and education in London.

The campaign features an OOH banner on DUDE’s building with an arrow pointing to the graffiti and a QR code for downloads.

There’s also an interactive website, organic social push, and even a ‘font-raising’ party to celebrate the launch – turning a random act of vandalism into a creative win for the community.

Joe Ribton, Creative at DUDE, said: “When the graffiti gods cursed us with something lazy and a bit rubbish, we decided to use our creativity to get our own back. The Revenge Font felt like the perfect solution: we’re not doing this for money, we’re doing it for fame… with a side of vengeance. Ultimately, if we can help Bow Arts get an increase in donations, then next time the building gets tagged at least the art will be better!”

Cause Related OOH