Background

Jenius, Indonesia’s leading digital banking platform, launched the Think Unthinkable campaign as a bold invitation for users to challenge conventions and reimagine what banking could be. To support this campaign, Jenius collaborated with Animal3 Agency and Tokotype to develop a new custom typeface, Jenius Serif, designed to complement the existing Jenius Sans and expand the brand’s expressive range.

Brief

The project called for a modern classic serif that could balance sophistication with contemporary relevance. Jenius Serif needed to provide a visual contrast to the sharp, clean forms of Jenius Sans, while still feeling like a natural extension of the brand. The typeface had to embody the spirit of the Think Unthinkable campaign—forward-thinking, confident, and refined—while maintaining the clarity and functionality essential for digital and printed communication. It was important that the serif felt fresh and elegant without appearing old-fashioned or overly formal.

Delivery

Jenius Serif was designed as a modern interpretation of classic serif traditions, updated with subtle contemporary details to match today’s visual language. Its soft edges and carefully proportioned forms provide a warm counterpoint to the sharper, more geometric style of Jenius Sans, creating a harmonious relationship between the two typefaces when used together.

With a design that blends timeless elegance and modern sharpness, Jenius Serif allows the brand to deliver sophisticated messages without sacrificing approachability. Its use throughout the Think Unthinkable campaign demonstrated its versatility—strong enough for impactful headlines, refined enough for editorial content, and adaptable enough to carry the campaign’s core message across multiple platforms.

More than just a supporting asset, Jenius Serif plays an essential role in expanding the emotional and visual vocabulary of the Jenius brand, reinforcing its mission to think differently, act boldly, and lead with innovation.