Using lean branding methodology would allow us to focus on the real challenge: create an identity reflecting that we are creative but also pragmatic, we’re a team who don’t indulge time on pure vanity activities.
Using a few carefully chosen brand personality exercises, the three Elsewhen founders independently described our personality in almost exactly the same way.
Choosing a typeface was one of the most important decisions we made. When we discovered F37 Jagger, it felt like a perfect match for our voice and vision. Clean and simple in nature but with enough flair, it felt like it perfectly aligned with our straightforward approach, and our commitment to designing products that can be accessed by all.