Chillboards

With heat waves rising globally, low-income communities are hit hardest by overheating, often living in areas with little greenery and dense buildings. Coors Light wanted to help cool people where they live. We created Chillboards: rooftop billboards painted with a special white paint that reflects 85% of sunlight.

To maximise the cooling effect, we designed a custom dynamic typeface that adapted to each roof and covered 96% of the surface area. Unlike regular typefaces, this one was designed not only to communicate a message, but to create a physical change. The typeface was developed to maximize white space while staying legible. The result turned rooftops into functional media, raising awareness of urban heat inequality while helping an overheated community in Miami stay cooler.