Typography: Every letter matters.
Typography sets the tone before a sentence is read. We choose and shape type for character, hierarchy and comfortable reading across the places your brand appears.
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Type that
does the work.
A good fit when…
Your design needs a stronger voice, a clearer hierarchy or a more comfortable reading experience.
What’s included
- Typeface selection and pairing
- Type scales and reading layouts
- Webfont and language planning
- Typography rules for consistent use
How we treat web typography as a design decision
A measured scale, not a guess
We choose type sizes as a small ratio-based scale rather than picking numbers that feel about right, and we check the steps against each other so no two sizes sit close enough to read as a mistake rather than a deliberate change. Line length matters as much as size: body copy is set to a measure of roughly 45 to 75 characters per line, the range Butterick's Practical Typography gives for comfortable reading, because a line that is too wide makes the eye lose its place on the way back to the left margin.
Variable fonts, loaded correctly
Where a typeface offers a variable font, we load the one file and let weight, width and optical size move along their real axes instead of loading five static cuts and hoping the browser never needs a sixth. We also check that every weight actually used in the design is one that is loaded — a bold the browser has to fake is a smeared synthetic version of the real thing, and it is one of the fastest ways a typeface stops looking considered.
Set for the reader
Leading, tracking and paragraph spacing are set to hold up at whatever text size the reader has chosen. We test against WCAG's text-spacing criterion, which requires a layout to survive a reader increasing line height, paragraph spacing and letter spacing themselves — a real accessibility need for people with dyslexia or low vision, and a good test of whether a layout was built on a rigid box or a flexible one.
- A type scale and pairing chosen for the brand and the content
- Variable font loading, with unused weights and formats stripped
- Measure, leading and tracking tuned against real paragraphs of your copy
- Typographic details done properly — real quotation marks, en and em dashes, no three-dot ellipses
Web typography is the part of a design most people never consciously notice, which is exactly why getting it wrong is so noticeable: a page's design can be right in every other respect and still feel unfinished if the type sitting on top of it was never actually chosen.
Type sets the tone.
It shapes the brand, the design and how easily people read.
