Looking at the typography system for the brand, Sister Roots – “a growing collective of women reimagining, designing and building a way to live in the world we believe in” – gave the guidance to balance polish with approachability.

With Tokyo from Jen Wagner Co. used in the primary mark, I wanted to tie that to Sister Roots content design by using this bold sans serif font for headlines. And to get the aforementioned balance that I describe as “sophistication with a wink”, I leaned on the classic serif Georgia by Mathew Carter.