In partnership with YouWorkForThem, Facebook Watch licensed the font Northwell from Set Sail Studios for the title of their fantastic drama Sorry For Your Loss. The series carries a 93% positive rating from Rotten Tomatoes, and received rave reviews from periodicals like The Atlantic and The Daily Beast. Revolving around a young widow, Sorry For Your Loss takes on heavy themes while retaining a witty, relatable feel. The series stars Elizabeth Olsen, Kelly Marie Tran, Jovan Adepo, and Mamoudou Athie, among others. The cast’s performance was also highly praised. Marketing decisions for intense dramas like Sorry For Your Loss are challenging—how can a single image or trailer capture an entire series?

The primary image for the series features a grieving Elizabeth Olsen looking directly into the viewer’s eyes. It’s a moving image that pulls the heart strings, making you want to share this person’s feelings and experiences—by watching the series. This is masterful use of the Direct Gaze Technique, which implies that a response is wanted, help is needed, and the subject is sincere. Images using this technique are so powerful, they induce a phenomenon called “priming” where a response is induced even if the the image is barely noticed.

The title Sorry For Your Loss over such a powerful image makes perfect sense, and of course the font had to perfectly fit the image, themes, and emotions. Careful consideration and experience led to the perfect choice: Northwell by Set Sail Studios. Northwell is a handwritten, signature-style script that is human, genuine, relatable, and warm. It is the very definition of harmonious relative to the image and to the entire 2-season drama. Such artistry is not random—Set Sail Studios consistently creates fonts that are some of the most well-known and successful in packaging, adverting, and the arts.

YouWorkForThem worked with Facebook Watch to ensure that the licensing for Northwell met all of their marketing and distribution plans, both broadcast and print, for this fabulous drama. We welcome partnerships across the entire creative continuum, from concept to final product. To that end, we work with our corporate partners to make sure artistic licensing is accurate and hassle-free. We welcome your questions, proposals, and collaborations, simply contact us today for more.

Cover image above setup using One Click Boutique’s “Sandstone Wall Billboard Mockup“, designed for use in Adobe Photoshop. Visit our Mockups section for more options to help display your designs in creative ways.