Viewport

A geometric sans serif by Reid Hitt

Balancing subtle contrast and open, square forms, Viewport is personable yet sturdy. Viewport incorporates elements from both humanist and geometric type genres, without being a straight mash-up of previous designs.

Viewport embues text with an approachable personality, without sacrificing legibility. Viewport will include a variety of features for the discerning designer, including extensive language support, multiple figure styles, and stylistic alternates.

Early inspiration came from the quirky lettering and type on the covers mid-century pulp fiction. Extreme details faded in favor of a simpler design, but Viewport retains some of of the spirit of this initial influence.

This project is in progress. Follow @reidhitt for updates.



To him, the future was an open book. His four-dimensional key opened the gateway to elsewhere.
WAS SHE THE MISTRESS OF MIRACLES? SHE WARPED TIME AND SPACE TO DELIVER A MESSAGE TO ETERNITY.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
aabcdefgghijklmnopqrstuvwxyz

Basic Characters

ÁÀÂÃÄĀĂÅĄÆǼĆĈČĊÇĎĐÉÈÊĚËĒĔĖĘÞĜǦĞĠĢĤĦÌÍÎĨÏĪĬİĮĴIJĶĹĽĻŁĿŃÑŇŅƝŊÓÒÔÕÖÖŌŎŐØǾŒŔŘŖŚŜŠŞŤŢŦÞÚÙÛŨÜŪŬŮŰŲŴÝŶŸȲŹŽŻ áàâãäāăåąæǽàáâãäāăåąćĉčċçďđðéèêěëēĕėęĝǧğġģĝǧğġĥħíìîĩïīĭįĵijķĺľļłŀńñňņɲŋóòôõööōŏőøǿœŕřŗśŝšşťţŧþúùûũüūŭůűųŵýŷÿȳźžż

Accented Characters

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Oldstyle Figures

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Lining Figures

Food & Wine

Responsive Redesign

Iconic food and lifestyle brand Food & Wine partnered with ExpandTheRoom (where I am Associate Design Director) for the redesign of their website. I was responsible for established the art direction, executing and directing the design, and providing guidance for our front-end developers. Food & Wine saw that a lot of their guests were entering the site browsing recipes and not moving on the rest of the site. Together we crafted solutions to make it easier for users to navigate through the site. We prioritized the mobile experience, while still creating impactful moments on tablet and desktop.

View the site.

Expressive typography and deliberate use of color and embellishment establish brand voice without distracting from the expereince.
Homepage and channel landing pages have a modular design that supports a variety of editorially-controlled and automated sections.

On an editorial site, visuals and typography convey a majority of a brand's voice and credibility. In close collaboration with the client, we crafted an robust yet simple design system that supports F&W's gorgeous images and videos. The typography needed to balance brand personality and utility, so two expressive headline typefaces were paired with a legible text typeface.

The result of our collaboration with Food & Wine was a huge increase in number of pages viewed per visit and improved ad viewability.
Recipe page featuring large carousel allowing the user to discover more recipes.