Engines of
Expression

extending design systems with editorial flair

Jason Pamental (@jpamental) / Principal Designer @ Chewy.com

ATypI Brisbane / 18 April, 2024

ATypI Tech Talks 2022

Content—and intent—should inform design

Information Forward
Content Forward
Product Forward
Task Forward

Well that sounds great
but how the #%$! do I do that?

(just for you, David)

Design System Typography

Product Styles

Editorial Styles

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Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation.

Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation.

Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation.

Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation.

Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation.

Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation.

Design Systems are palettes of possibility
but we still have to design with them

Graphic design will save the day
if only the web could do ‘ __________

Early 1950’s travel poster promoting tourism in Brasil by the artist Joa

Web Typography News, 3 April, 2019

The wonderful thing about Leos is that Leos are wonderful things. How do you like them apples?

Type Talks, January/February 1960

Web Typography News, 16 March, 2019

Leaping Leo puppy!

Well hello there!

This is Leo. He’s really happy you’re here. If you wouldn’t mind, maybe you could just stay right there and wait for him to come say hi.

Capp Street Project spread designed by Jennifer Morla

Web Typography News, 29 February, 2020

Leo and his Lamby!

Leo takes charge

There’s nothing Leo likes more than being part of the team. And by being part of the team we mean ‘bossing everyone around like he owns the place’. Which, to be fair, he sort of does.

‘Tribune De Lausanne, 1955’ by Herbert Leupin

Web Typography News, 10 April, 2020

Leo and his ball!

Leo on parade

You’d be hard pressed to find a more glorious sight than a freshly fluffed puffle. And Leo wants you to know that is fluff is indeed very fresh. So just sit back and take in the glorious puffle fluffery like nothing else you’ve ever beheld.

Also, he has a ball.

Variable fonts enable unique design decisions
based on the actual content itself

Type is how we hear what we read—
so let’s be sure to vary our voice

Thank you!

Jason Pamental (@jpamental // rwt.io)

https://noti.st/jpamental/7cbqYn