Found
Curated Luxuries & Escapes.
Found ↗ is a publication specializing in high-end guides to modern metropolises. Found unveils dining delights, wanderlust escapes, exclusive interviews and indulgent recommendations. My expertise provided a firm design foundation for Found’s launch. This role entailed creating a library of newsletter components, developing a visual identity, and building social templates, positioning Found as must read city guide for the chic and elite.
My Role:
Competitive Research, Stakeholder Alignment, Wire framing, Design System, and Branding
Platforms:
Newsletter, Social, Web
Tools:
Figma, Canva, Substack, Beehiiv
Team:
Publication
“Working with Dair on branding and design was a highlight of the first days of FOUND. He brought all of his ample creativity, diligence, and good humor to the project — and he always overdelivered. We'd work with him again without hesitation.”
– Josh Albertson,
Co-founder, FOUND
Discover
Trends and Archetypes
Industry Frameworks
Compressed Formatting Reigns
Brevity rules in newsletters. Compressed formatting has become the norm, overshadowing long paragraphs. This trend reflects a shift towards more structured, reader-friendly formats in the newsletter industry. For further reading on an industry leaders approach check out Smart Brevity from the founders of Axios and Politico↗.
1. Formula Structure:
Consistent sections.
2. Varied Sections:
Select fitting sections.
3. Freeform :
Experts explore topics.
Define
Experience Essentials
Universal Schema
Newsletter Components
Analysis of numerous newsletters revealed a recurring structure. Commonly, these begin by establishing their brand and voice, continue with compelling content, and conclude with strategies for recirculation and reader engagement. The components below outline the standard elements of a typical newsletter structure.
Assemble Core Components
Identify Prototypical Structures
Match Components to Content
Develop
Style Sandbox
Font and Color
Patterns Set Stage
In the discovery phase, typography, color, and spacing from 20+ newsletters were analyzed, revealing immediate, clear patterns due to the medium's strictness. This data equipped Found with industry-wide newsletter formatting insights, setting the stage for strategic brand positioning.
Typographic Positioning
Color Breakdown
Header Type
Equal Blend of Black and Dark Gray.
#000000, #222222
Body Type
Mostly Dark Gray followed by Charcoal.
#222222, #333333
Backgrounds
Primarily White and Light Shades of Gray.
#ffffff, #f5f5f5-#f7f7f7
Utility Style Directions
Deliver
Visual Identity
Word Mark
The logo reinforces a clear, distinct brand voice. It features the Bourgeois typeface, created by Jonathan Barnbrook.
.
Logo Expansion
Locations are fitted with Helvetica, playfully nodding to the typeface's rich history in way-finding and luxury goods.
Color Palette
Inspired by pearl pastels and luxury tones, the palette complements the newsletter's utility colors, offering flexible options for editorial, identity, and marketing use.
Design System
Guidelines crafted for organic growth and seamless expansion.
Social Templates
The social extension showcases Helvetica's style range as a supporting font, with layout and typography amplifying the publication's editorial vision and art direction.
For more check out Found’s Newsletter ↗ or Follow them on Instagram ↗
Connect on Linkedin ↗ | Resume ↗
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©2024 Dair Massey