SDR Capital, named after the initials of founder Shefali Roy, is a London-based family office investing in finance, technology, and AI. The brand identity uses typography to express a practice grounded in conviction, precision, and a deliberate refusal to follow convention. The visual language, spanning identity and a pared-back single-page website, is built for a firm that moves through capital on its own terms.

General Sans (Frode Helland, Indian Type Foundry) provides the foundation: geometric, precise, composed. Xanh Mono (Lam Bao & Duy Dao, Yellow Type Foundry) counters it: monospaced logic that nods to the sectors SDR operates in, inflected by serifs that introduce warmth and wit. Together, they hold the identity's essential tension: composed, yet restless.

The logomark stands apart. Millionaire Script (Raphaël Verona, Altiplano) draws on the calligraphic lineage of English Roundhand and George Bickham the Elder, set against “SDR.” in General Sans. The two typefaces are joined by a single dot: the full stop above becoming the tittle of the i below. Audacity and discipline, connected by a point.

DE1 Tea uses TC Rooms together with General Sans for their product packaging to express a clean, modern, and composed brand identity. The typeface strengthens the brand’s minimalist direction while introducing subtle warmth and quiet character.

Instant tea, made purposeful. DE1 Tea does more than contain tea, its packaging communicates mindful design and planet-forward thinking. Every detail is carefully considered to reflect the brand’s commitment to sustainability and its contemporary, refined aesthetic.

The design remains intentionally minimal. Clear layouts, generous white space, and a well-defined typographic hierarchy allow the product to stand out with confidence and clarity, free from unnecessary distraction.

The website of Bien Public, a new cultural space located in Bordeaux (France), was designed by Contemple Studio, using Marcus from MA-MA Type together with General Sans from Fontshare.

From Bien Public’s website:

With its modular performance hall, its restaurant, its gallery, its outdoor terrace and its panoramic view of the city, Bien Public intends to stimulate the development of the cultural and festive life of the neighborhood, and become a real meeting place for all Bordeaux residents.

Cal&Co is an event coordinating business whose mission is to make each client feel like they’re the only one she has. Calsi’s creativity and attention to detail ensure that every event she plans is trendy, luxurious, and unforgettable.

While Calsi’s business had been growing and evolving over the years, her brand had not. She came to us needing a visual identity to reflect her creative skills and the high-quality work she delivers to her clients.

The previous identity featured a bird, and as it was important to Calsi it was carried through into the new logo design, sitting upon the ampersand in her wordmark. The softness of the icon was balanced by geometric typography using General Sans as the main typeface – and vivid colours to ensure the brand remains contemporary and nuanced.

View the full case study at Digitalbutter.co.za

TT Firs Neue is used in the logo and on the website of Brazilian company Husky. On the website, it’s paired with General Sans.

The business revolves around a platform that facilitates the receipt of payments by people who are living outside Brazil.

After many years, one of the most prominent Polish cultural institutions – the National Museum in Gdańsk (Muzeum Narodowe w Gdańsku in Polish) – decided to open a new chapter and carry out a complete visual makeover. We were very excited to be part of this change as a creative team. Our goal was both simple and challenging: creating an unobtrusive brand identity that is highly adjustable, flexible and resistant to constantly changing trends. A frame for the vast variety of artistic and historical collections of all the units of the Museum.

Concept: Weronika Cyganik, Anna Małecka, Anna Holik, Adam Chyliński, Daniel Naborowski
Art: Weronika Cyganik, Anna Małecka, Adam Chyliński
Design: Weronika Cyganik, Anna Holik

Vova Keno is an artist from Ukraine who is currently based in Lviv. He came up with the idea of Project Serendipity. The idea is to collect his works and present them in books. There are three categories: sketches, graffiti pieces, and paintings. The task was to create a system that would be flexible and adjustable next volumes. Shown here is the first volume of sketches, and the main idea was to bring to users the feeling of Keno's original sketchbook. So we kept the same paper color, texture, and composition as in the original sketches. Every item is hand-signed by the author to give a personal touch.

In the words of Keno:

The project called ‘Serendipity’ is a reflection of different stages of my artistic journey, it’s a search for newness and transformation of existing, redefining forms and giving a new meaning to the old things. The term ‘serendipity’ means not only the paths themselves. It is fundamental in the creation process. I would describe it as the ability to draw important conclusions from random observations, to find what you haven’t been looking for. The main principle of serendipity is to be in the right place at the right time because significant changes always happen when you expect them least, but mentally you are ready for them.

See more images on Behance.