Adobe Typekit

branding, visual design, ui/ux, responsive, development

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2013

As one of the trailblazers for bringing fonts to the web, Typekit has been revolutionary. We had the immense pleasure of collaborating with a first-rate crew on the new marketing website.

When Typekit first launched in late 2009, web designers and developers around the world threw their arms up in triumph. Finally, here was a small company that listened to our growing needs — how best to get access to and serve up quality web fonts. Not only was this a necessary service, but the team behind it was top-notch.

Unsurprisingly, we’re huge fans of the folks at Typekit and the service. At the end of 2012, we were delighted and honored when Bryan Mason and Jeffrey Veen consulted us about redesigning the homepage as well as evolving their identity since being acquired by Adobe. We certainly couldn’t say no to that.

Bigger

Typekit was bigger now — with the additional resources of Adobe at large, the nimble and growing team needed to implement a relevant update to the website. We explored what would be an interesting story to tell and how to tell it succinctly. Ultimately, we elected to weave that tale within the real estate of a long homepage, resulting in a modern and fresh take on Typekit.

Better

We landed on an “islands” concept (originally conceived as “continents”) to apply to the typical bands or blocks of content that are commonly seen on websites. This approach allowed us to make interesting and unique shapes with the atomic unit of a square block.

Best

No overhaul of a site would be complete without responsiveness. To this end, we assessed our efforts for large screens and thought about how to best customize the experience for mobile. Mobile users have a different mind-set and requirements — we wanted to retain the information but without the complexity and real estate that the large-screen version utilized. We brought the site down to a swiping-first version that collapsed the blocks into bands, making use of common gestures to navigate and peruse the content.

With More Adobe

Last, but not least, we helped bring Typekit’s logo and identity in line with Adobe’s. Adobe has a custom typeface, Adobe Clean, that is used across their brand. We moved Jason Santa Maria’s original circle logo and “T” into Adobe’s square brand language and tweaked the type to lock up everything nicely.

Jason Santa Maria’s original identity
Our evolved identity

Our Work