Balancing subtle contrast and open, square forms, Viewport is personable yet sturdy. Viewport incorporates elements from both humanist and geometric type genres, without being a straight mash-up of previous designs.
Viewport embues text with an approachable personality, without sacrificing legibility. Viewport will include a variety of features for the discerning designer, including extensive language support, multiple figure styles, and stylistic alternates.
Early inspiration came from the quirky lettering and type on the covers mid-century pulp fiction. Extreme details faded in favor of a simpler design, but Viewport retains some of of the spirit of this initial influence.
This project is in progress. Follow @reidhitt for updates.
To him, the future was an open book. His four-dimensional key opened the gateway to elsewhere.
WAS SHE THE MISTRESS OF MIRACLES? SHE WARPED TIME AND SPACE TO DELIVER A MESSAGE TO ETERNITY.
Iconic food and lifestyle brand Food & Wine partnered with ExpandTheRoom (where I am Associate Design Director) for the redesign of their website. I was responsible for established the art direction, executing and directing the design, and providing guidance for our front-end developers. Food & Wine saw that a lot of their guests were entering the site browsing recipes and not moving on the rest of the site. Together we crafted solutions to make it easier for users to navigate through the site. We prioritized the mobile experience, while still creating impactful moments on tablet and desktop.
On an editorial site, visuals and typography convey a majority of a brand's voice and credibility. In close collaboration with the client, we crafted an robust yet simple design system that supports F&W's gorgeous images and videos. The typography needed to balance brand personality and utility, so two expressive headline typefaces were paired with a legible text typeface.