1. Identifying considers kinetic typography's role in the art of branding through such media as television identities, programme titles and transition sequences. 2. Informing addresses the delivery of information about a product, service or event through a typographic message, which addresses such fields as public-service announcements and commercials. 3. Storytelling considers issues of narrative, in which the designer establishes the framework but the user creates the story. 4. Travelling places the user in the driver's seat, whether navigating a website or software application, or physically moving from place to place with mobile technology and their interfaces. 5. Speculating features a wide spectrum of experimental projects at the cutting edge of type and lettering design to explore new ideas, functions and methods of communication.