When working on Restore, the goal wasn’t to make it feel like “wellness.”
It was to make it feel like something people in high-pressure roles would actually trust.
So the system leans on restraint. A grounded serif to carry weight, paired...
That was the starting point. Instead of building around graphics or effects, I let the type define the structure, how it sits, how it scales, how it holds everything together.
Once that was in place, the rest became a matter of restraint....
As a brand designer, typography is one of the first places I test a brand’s personality. I ask myself: how should this brand sound if it could only speak through type?
I play with weight, spacing, and rhythm. Small shifts change...