Franklin Gothic Trading Cards

This project personifies the iconic Franklin Gothic typeface as a 1930s-era baseball player—bringing to life a cultural crossover between America’s favorite pastime and one of its most enduring typographic creations. Through the lens of vintage trading cards, Franklin Gothic steps up to the plate not just as a font, but as a full-fledged character, complete with stats, a rookie card, and a storied career in American design.

Copywriting | Packaging & Card Design

Concept & Execution

Typeface as American Ballplayer

This project honed-in on every aspect of typography for the iconic Franklin Gothic typeface. The objective was to design and label individual cards (one per glyph) that included a consistent design system within the entire deck. Inspired by iconic Americana movements and culture; I designed a 30+ card deck where each card represents a typographic trait, historical fact, or real-life usage of Franklin Gothic. Every element of this deck is interwoven and styled as if Franklin (Franky) were a real-life baseball player. The result: a witty, playful, yet informative Americana throwback blending nostalgia, typhography knowledge, and design storytelling.

Each card includes:

A bold vintage-style portrait of “Franklin Gothic” in action
Period-inspired colors and textures
Back-of-card typeface stats formatted like baseball cards (e.g. Debut Year, Position, Team, Did You Know facts)
Categorized Franklin Gothic typeface facts recast as achievements in Franklin’s “playing career”

“Baseball and vintage card design have always held a special place in my heart—there’s magic in their texture, history, and storytelling. Combining that with the challenge of honoring Franklin Gothic, a true giant in American typography, pushed me to create something that felt both nostalgic and useful. It wasn’t just about a retro design—it was about preserving the spirit of a classic.” — Brian Haitz

The Star Player: Franklin Gothic

In this series, Franklin Gothic is personified as a rugged, dependable all-star who debuted in 1902 with American Type Founders. His reputation grew quickly due to bold legibility, versatility across weights, and clutch performance in print, advertising, and wartime propaganda.

Design Details

Type exclusively set in Franklin Gothic Book, Heavy, Condensed, and Extra Condensed
Card box and layouts inspired by 1930s trading card designs
Featured colors: red, royal blue, cream, and yellow — mirroring patriotic and vintage sports aesthetics
Packaged in a collectible box: “Baseball’s Favourite Font”

Outcome

The result bridges graphic design and sports memorabilia, casting typography in a new role—as a living, playable character in the narrative of American culture. It’s an iconic Americana throwback, where Franklin Gothic doesn't just support design—he steps into the spotlight.