Bookmark is a custom typeface designed for Fizz, a new Canadian mobile provider. It is a display face that attracts attention effectively without being overly provocative. At first glance, this project looks and feels pretty familiar. However, upon closer inspection, we realize many aspects of its design are quite unconventional. The inspiration for its shapes comes from modern geometric faces, yet it is far from geometric. The contrast is voluntarily unbalanced. The drawing is subtly asymmetric. The vertical terminals remind us slightly more of humanist typefaces. In the end, this is a typeface that differentiates itself in a group where the design codes aren't often overridden.