studio@busuttildesign.com.au

busuttilDesign © 2026

studio@busuttildesign.com.au

busuttilDesign © 2026

studio@busuttildesign.com.au

busuttilDesign © 2026

ABC News: Keep Asking

ABC News: Keep Asking

Overview

Typography design for ABC News’ Keep Asking campaign, created by Leo Australia and directed by James Dive through Scoundrel. Scene-specific typographic treatments place each question within its setting, from a sea buoy and a farm toolbox to a supermarket receipt and swimming pool. Each treatment responds to the character of its scene while keeping the question clear.

Project title

Keep Asking

Brand

ABC News

Campaign

Keep Asking

Scope of work

Scene-specific typographic treatments

Industry

News and media

Role

Typography design

Creative agency

Leo Australia

Director

James Dive

Overview

Typography design for ABC News’ Keep Asking campaign, created by Leo Australia and directed by James Dive through Scoundrel. Scene-specific typographic treatments place each question within its setting, from a sea buoy and a farm toolbox to a supermarket receipt and swimming pool. Each treatment responds to the character of its scene while keeping the question clear.

Project title

Keep Asking

Brand

ABC News

Campaign

Keep Asking

Scope of work

Scene-specific typographic treatments

Industry

News and media

Role

Typography design

Creative agency

Leo Australia

Director

James Dive

ABC News Keep Asking: red stencil lettering on a sea buoy asks what is causing the algal bloom.
ABC News Keep Asking: lettering on a toolbox in a farm shed asks how much more farmers can survive.
ABC News Keep Asking: a supermarket receipt asks whether there are any winners in the cost-of-living crisis.
ABC News Keep Asking: tiled lettering in a swimming pool asks whether we can still trust our sunscreens.
ABC News Keep Asking: lettering projected onto a suburban house asks whether we can afford the energy transition.
ABC News Keep Asking: an arcade claw machine filled with sports toys asks whether gambling has become our national sport.
ABC News Keep Asking: tracking boxes around shoppers accompany the question of who will win the AI race.
ABC News Keep Asking: outlined lettering in a childcare centre asks whether profit is being prioritised over child safety.

Credits

Typography design: busuttilDesign


ABC
Director, Audiences: Milla McPhee
Acting Head of Marketing: Rebecca Robertson
Group Marketing Manager, News: Natasha Nolland
Head of ABC Made: Kyle Hugall
Head of Media: Sally Phelps
Marketing Manager, ABC News: Jillian Reeves
Marketing Specialist, ABC News: Eliza Storey
Media Planning Lead: Rachel Brown
Designer: Sally Hong


Leo Australia
CEO: Clare Pickens
Chief Creative Officer: Andy Fergusson
Executive Creative Director: Tommy Cehak
Creative Directors: Stacey Karayannis and Michelle Walsh
Associate Creative Director: Rosie Stone
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
Chief Strategy Officer: Catherine King
Group Business Director: Gemma Cox
Senior Business Director: Thomas Smyth
Senior Integrated Producer: Holly De Roy


Scoundrel
Director: James Dive
Executive Producers: Adrian Shapiro and Kate Gooden
Producer: Tessa Simpson
Director of Photography: Aaron McLisky ACS
Production Designer: Loretta Cosgrove
First Assistant Director: David Lethem
Photographer: Sean Izzard
Casting: Michelle Clancy at Ben Parkinson Casting
Locations: Big House Locations
Editor: Adam Wills
Colour Grade: Matt Fezz
Online: Viv Baker


Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Executive Producer: Michael Gie

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