One of the reasons I became a graphic designer was my love of typography. Through school, I have learned a lot of the rules and creative possibilities of the medium. A good designer can utilize expressive type so effectively that you can't help but fall under its hypnotizing spell as you helplessly feel what the designer intended you to experience. After learning a galaxy of typography rules, I found myself setting type that was very functional and readable but started losing its expressive qualities. This made it clear that a conference focused on experimental typography more than a worthy endeavor.