The project was to design an identity for an art foundation. The foundation is targeted at patrons, collectors, gallery owners and artists and aims to promote a more professional, more educated and more connected art market. As an important part of the identity, we created a typeface for titles (only uppercase) that has a more classic appearance when small and centered but allows exploration of more contemporary visual channels in larger sizes. In practice, it can therefore be used for communication with a more classic, even elitist, audience, without renouncing younger or more experimental audiences. In terms of the drawing, this typeface features the proportions of a didone, the essence of a classic outline serif and uses a rational and geometric approach more characteristic of an outline sans serif. To submit the typeface to the board of the foundation, we designed a type specimen that contains the font design details and shows some of the design possibilities it offers.