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Branding | CSR Campaign

集集集度放空學校
Jiji Go-Empty School

Client | DynaFont 華康字型

In 2022, the Jiji Branch Line — a railway running along the Zhuoshui River, once bustling with goods and passengers — quietly marked its centennial anniversary.

What should have been a joyful celebration of its hundred-year legacy was instead met with dwindling passenger numbers. Since the devastating 921 earthquake, Jiji's industries had suffered, and its population had steadily declined. Once affectionately dubbed “Little Taipei” for its liveliness, Jiji today feels empty and quiet—a far cry from its golden days. Yet this very “emptiness” may not be a weakness at all. In a fast-paced, high-pressure society, perhaps Jiji offers the perfect classroom for those seeking to empty their minds and truly unwind.

Surrounded by open landscapes and stunning natural scenery, Jiji still holds abundant cultural and agricultural treasures, waiting to be rediscovered by those willing to slow down.But how do we help people see this hidden value?

 

Typography, we believe, is a direct and powerful tool.

For this project, DynaFont harnessed the expressive power of type to create a font inspired by Jiji's serene, unhurried atmosphere — introducing Dyna Chill Out Font. This typeface marked the launch of the Jiji Go-Empty School, a conceptual “school” that stretches along the Jiji Branch Line and offers 36 immersive courses in the art of “doing nothing.”

 

These courses invite people to explore Jiji in refreshing and restorative ways, helping them release stress through guided “emptying” experiences. Each course is built around local landmarks, heritage sites, industries, cuisine, and transportation hubs—transforming tourism into a slow and mindful learning journey. The Dyna Chill Out Font has been used across the school's signage, website, classroom materials, social media filters, digital content, and merchandise at the campus shop. At every point of contact, the font conveys a distinct mood of ease, laziness, lightness, and chill, calling out to those feeling overwhelmed by life and inviting them to experience the liberating charm of Jiji.

 

A century-old railway and the towns it connects—once prosperous, now quiet—are reimagined through the creative force of typography. By transforming a perceived weakness into a compelling strength, this project rekindles curiosity and draws people back into the heart of Jiji.

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Welcome to the Jiji Go-Empty School.

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Project Management:李佩珍 Ivy Lee、游名凡 Ming Yu、高治潔 Eleanor Kao

Creative Team:楊永達 Dustin Yang、孫非比 Phoebe Sun、王紹安 Shaoan Wang

 

Production:大洋製作

Director:許乾晃

Producer:柯景瀚

​攝影/插畫:連思博 EGG

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Font Authorized by DynaFont.

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