Name, first nameTobias HolzmannYear of birth1986UniversityECALField of Interest / research fieldArt Direction in Typography / in Photography Title of projectLet’s Make Money –A Case-study on American Type Founders Co.AbstractThis paper is not an historical overview of ATF, but a demonstration of a quite unique type-foundry model: the merger of more than 85% of the American type-industry in the late 19th century. It investigates the field with focus on what is happening apart from the design: industry, production, technical means, trade, legislation, competition, advertising. The project illustrates not only how to make a living with what we are creating, but also showing how to “read” the market and its needs.TutorsRoland Früh