11 Typography
Introduction
Typography carries the voice before anyone reads a word. The system pairs a bold grotesk for headlines with warm, readable faces for everything else.
Typefaces
Five faces, each with one job.
Cabinet Grotesk
Headlines. Medium and Bold. Uppercase with tight tracking.
Kulturista
Subheads. Medium. Sentence case.
Outfit
Labels, numerals, and buttons. Semibold labels in uppercase. Bold buttons in title case.
Poppins
Body copy. Regular, 16 to 22px.
PT Sans
Quotes. Italic.
Type Hierarchy
How the faces stack from headline to quote.
We make belief.
Cabinet Grotesk Bold · Uppercase · around 100px in print, 56 to 72px on screen
Good brands need words to live by.
Kulturista Medium · Sentence case · 44px
Messaging standards
Outfit Semibold · Uppercase · wide tracking
We help brands clarify what they believe, craft words worth spreading, and create work that turns audiences into believers.
Poppins Regular · 18 to 22px
“Tell the truth, but make the truth fascinating.”
PT Sans Italic · 40px