• Introduction – 01
  • Getting Together – 02
  • Planning & Strategy – 03
  • Information Architecture – 04
  • Content Structure – 05
  • Final Designs – 06
Branding / Storytelling / Product Experience Design / Digital Production / Graphic Design / Art Direction / Strategy / Web and Mobile Design
Re-imagining the new Northern Block website for people who love type with context, while simplifying the buying & licensing process.
Jump to the final designs
"I enjoyed your debate about web fonts. It was good to understand your side of the process."
Jonathan Hill — Founder
Much of what we do is rooted by type, so to get the chance to collaborate with The Northern Block was a dream project and we mean that in every aspect as fellow creatives and as a working partner. Together we wanted to change the way designers, artists and businesses purchased and viewed typography.
Getting
Together
Getting to know the team and setting up collaborative environments

After TNB initially reached out, we were eager to get together to really understand what Jonathan’s (Founder of The Northern Block) vision was for their new site. We all got deep on our love of type and talked about the perspectives of various industries and how each makes their decisions when buying fonts.

Planning a roadmap which would flex as we discovered and learned more

The first step for not just this but all projects is to scope for the perfect vision, then identifying the immediate needs. We didn’t want to create solutions which wouldn’t scale, so to understand the long term vision is invaluable. We then crafted a roadmap for outcomes each week with an eye on an end goal for different phases.

Font licensing & making things simple

Many type foundries adopt the age-old royalties model and charge digital teams based on traffic to their sites. However, for many, this becomes incredibly expensive so default to free fonts on Google Fonts or Adobe Typekit.

Planning
& Strategy
We started with research and discovery, getting deep into documentation. We had the dev team in at the start working on solutions together for how we might tackle various challenges.

Font obfuscation / Simpler buying process / Clear understanding of font licensing

Information
Architecture
Structure, content and developing simple flows which drive different initiatives.
Ecommerce vs Design Studio

There were multiple objectives with The Northern Block. While the primary focus is on selling their awesome collection of fonts, the other side was showcasing their skills, design and knowledge to prospective customers for their custom brand fonts.

Which happen to include, The Division 1-2, Star Wars and more. We just had to buy the Star Wars Stormtrooper showcasing The Northern Block custom font, for research purposes...obviously!

Making all the fonts available with as much context as possible, be it web, print, editorial, dark, light, large, small and various language uses.

We worked on not just showing letters and sizes but formats for layouts and contrast, giving designers a better idea of how they could play with each font.

We looked at inline options for comparing fonts and how in the future we could configure what two fonts would look like in each contents. e.g. header font which could be a serif and body a sans.

While on each font page, the checkout process was placed inline to increase conversion and not lose abandonment when having to make licensing choices.

Final Designs
The Northern Block
northernblock.co.uk

This collaboration was just effortless. Between us and the creative team at The Northern Block and the development team, everyone was so in sync.

The Northern Block
northernblock.co.uk

This collaboration was just effortless. Between us and the creative team at The Northern Block and the development team, everyone was so in sync.

The Northern Block
northernblock.co.uk

This collaboration was just effortless. Between us and the creative team at The Northern Block and the development team, everyone was so in sync.

The Northern Block
northernblock.co.uk

This collaboration was just effortless. Between us and the creative team at The Northern Block and the development team, everyone was so in sync.

The Northern Block
northernblock.co.uk

This collaboration was just effortless. Between us and the creative team at The Northern Block and the development team, everyone was so in sync.