PRODUCT DESIGN
Summary: The new typography for the PureWow brand reflects the elevated and sophisticated aesthetic of our reader. An elegant serif font (Freight Display Pro + Freight Text Pro) is used for large headers and body copy and we use the same bold sans-serif (Brandon Grotesque) as a smaller accent font used for shorter headers and links/buttons. Fonts and specs were chosen carefully in a month-long process that monumentally transformed PureWow.com and set the tone for the website enhancements we continue to make today.
Role: Design Lead - Redesigned the PureWow typography by experimenting with different typefaces across PureWow.com and its other platforms. Provided the engineering team with specific type specs to be implemented in PureWow.com's custom CMS and across all brand initiatives.
Team: Design Lead and front-end developer
Timeline: 2 weeks
Challenge: Revisit the PureWow brand typography and come up with a new set of typographic guidelines to be used across PureWow.com and all other brand platforms.
Software: Adobe Photoshop, Invision, HTML, CSS
The above is the typography across PureWow.com and its various collateral from 2010—2015.
The above is the new typography across PureWow.com and its various collateral today.