I chose a typewriter font to be used in all headings and subheadings. The use of a use of a typewriter font and hints at a possible connection to journalism which has obvious links to the generic description of skillset as 'media and communications'. A deliberate decision was also made to use capital letters in all headings and subheadings. This is done to suggest to suggest that I'm confident about my design choices to 'shout' about it (Hagen, R. & Golombisky,K. 2017, p.98). The use of capital letters is also a feature of my inspiration website WTTF (http://www.wttf.com.au/) and that design choice is duly replicated here.

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The WTTF website uses a highly stylised typewriter font for the headings. An example of: 1913 typewriter is supplied above and is very close to the font used on the WTTF site.  The individual characters are blurred and the 'x' height / leading is not uniform which is not conventional and slightly 'punk' in nature. The lack of regulation in the typeface and a connotation of non-compliance with corporate design convention, suggests the agency highly values creativity and a willingness to break with convention in order to achieve creative outcomes. 

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While the use of a blurred and messy typewriter font isn't a major disruption to website design convention, I did think that it was an interesting choice when viewed within a corporate context. WTTF is an advertising agency promoting itself to the corporate sector and the use of a messy typewriter font suggests an approach to creative solutions that is quirky and humorous.

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The heading was given some extra kerning from the standard 0.1 to 0.05. This was to create more impact with the main section of the heading, my name and to distinguish it more from the subheading below, 'media and communications' which seemed to have more impact than my name above it. The body text was also changed to size 16, but then changed to size 14 to create a better font hierachry. The the kerning  was changed from the default setting of 1.2 to 0.05. 

 

In my research on fonts, I discovered that when the leading is increased it "... can give the sense of elegance or lightness / airiness." (Hagen, R. & Golombisky,K. 2017, p.96). The default setting of 1.2 points was increased to 1.6 to achieve this purpose while not hoping to sacrifice readability and legibility. The purpose of increasing the leading is to also suggest simplicity. I wanted the text to feel less condensed and to create a sense of space which I feel also suggests room for creativity to flourish.

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The body text utilises the Helvetica font which means 'Swiss' in Roman. The Helvetica font was created in 1957 in Switzerland and is an adaptation of an earlier used font: Neue Hass Grotesk which was a modernization fo Adzidenz Grotesk from 1898 ("How Helvetica Conquered The World With Its Cool, Comforting Logic", 2018). Helvetica has long been used by corporate advertising firms and is widely used throughout cities and in corporate branding and advertisements. The font is characterised by impartiality, neutrality and freshness. The font also manages to convey honesty and invite trust.

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References

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Hagen, R & Golombisky, K. (2017). White Space Is Not your Enemy. 3rd ed. Bocca Raton. Taylor and Francis.

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How Helvetica Conquered The World With Its Cool, Comforting Logic. (2018). Retrieved from https://www.fastcompany.com/1665881/how-helvetica-conquered-the-world-with-its-cool-comforting-logic