Sans Waste

Art Direction for Static Ads

2025

INNOCEAN Canada, Toronto, ON
t: 647-925-1300
e: communications@innocean.ca
w: innocean.ca

Executive Creative Director: Ian MacKellar Art Director: Victoria Moffatt Copywriter: Hailey Appel, Jordon Lorusso Project Manager: Angie Hwang Ad Agency: INNOCEAN Canada

For Earth Day 2025, INNOCEAN Canada asked: what if we could do more with less? Introducing Sans Waste, a custom-designed font that reduces ink use by up to 48% and activates fewer pixels on screen. It maintains full legibility, accessibility, and style, and is usable in 95 Latin-based languages. By rethinking something as simple as the text we type, Sans Waste proves that small, intentional design choices can lead to meaningful, measurable impact.