I've had the opportunity to work with MyFonts/Monotype on developing promotional imagery for fonts. Part of what makes this a really fun challenge is to identify interesting moments or features in a typeface, to prioritize showcasing. This ends up being the "content" for the piece, more so than any copy. Once those elements are identified, it becomes a word puzzle to determine how to get those elements into one idea, that can easily be supported visually. I think this would actually be a great project for design students.
For Terry Junior's family of typefaces, designed by Terrance Weinzierl, it was important to demonstrate the differing textures of the All-Caps vs Upper/Lowercase, the unique styles (oblique, rotalic!, and an inline *swoon*), the contextual alternates (lowercase g's for the win), and its overall language support. By working with the theme of children's nature stories, the visual brand worked to keep the type playful, while demonstrating that the design is thoughtful enough to be easily used.
Malden Sans was designed by Michele Patanè. This typeface family spreads across seven weights, with each weight accompanied by an italic, a condensed, and a condensed italic. Inspirational posters are often known for mixing and stacking fonts without fear. For the visual theme here, I wanted to take advantage of that (often clunky) aspect, while elevating the look and feel to better represent the lovely, approachable, and encouraging qualities of Malden Sans. So I imagined a movie called "Don't Forget You're Wonderful" about an increasingly optimistic life coach. This theme allowed me to showcase the type in a wide range of uses: from combining weights on an overly optimistic mug to a hard typeface that can hold up to the demands of a magazine with movie reviews.
Designed by Lynne Yun, Trade Gothic Inline is a multi-weight inline font. Making it an unusually practical, while retaining the eye-catchiness of a display typeface. To showcase the font's utility, the visual identity is themed around food, recipes, and an imagined meal delivery service. This branding provided the opportunity to show-off the display type, while demonstrating how easy it is to pair with the more utilitarian Trade Gothic Next. (It was also a great excuse to try to figure out catchy restaurant names that use as many diacritics as possible.)