Three pragmatic rules for choosing typefaces that work together — and when to break them.
Every project is different, but the questions we ask are surprisingly consistent: who is this for, what should they feel, and what is the one thing they must remember? Getting those answers early saves weeks later.
Start with the problem
We begin by listening. Interviews, quick surveys and a look at the analytics tell us where people struggle. Only then do we open a design tool.
- Write the brief in one sentence.
- Agree on how success will be measured.
- Show work early, and often.
Make, test, repeat
Small loops beat big reveals. We share rough work every few days, test with real users and let the evidence decide. The result is design that ships — and keeps working after launch.
Good design is mostly good decisions, made in the right order.
If you want to try this approach on your next project, get in touch — we love talking process.
