EXPRESSING WITH TYPE
Fonts are the graphic manifestation of a brand's tone of voice. For this reason, we use typographies that represent duality.
A serif, with sharp endings, which represent nostalgia and femininity. And a sans serif, with square endings that makes it look inviting, but maintain a certain sobriety.
Each selected typography has a specific function, which must be followed according to hierarchy.

Span

MAIN TYPOGRAPHY - BODY AND LOGOTYPE
It should be used mainly in titles and short sentence texts, as calls to action. We alternate between using Light, Regular and Bold weights. Available for download with Adobe Suite subscription.


PROXIMA NOVA

SECONDARY TYPOGRAPHY - SUBTITLES AND TITLES
It should be used in capital letters and subtitles as a secondary typography combined with Span to create a visual hierarchy. We use the Regular weight in capital letters for the creation of subtitles. For texts with more than three lines, Thin weight is suggested. Available for download with Adobe Suite subscription.

EXPRESSING WITH WORDS AND VOICE
VOCABULARY AND EXPRESSIONS
nostalgia feeling should be explored. communicate as a time traveler, the camera being the machine.
use idealization as a way of reframing memories and telling a synesthetic love story that doesn't have a fixed scenario and it's always in transformation and traveling.

WHAT TO USE
Low voice tone; small caps; 1st person, singular, feminine; Symbolical and mysterious; Figurative and nostalgic; Sweet and Introverted.
WHAT TO AVOID
Impersonal language, distant, not inclusive or arrogant;
Dishonest and fake information;
Serial production of content;
high or loud pitch with emoji driven texts;
good vibes or healing speech; impositive verbs.

SOUNDS AND VOICES
tay uses her own voice to communicate.
feel free to explore effects and sound editing.
keep the mystical atmosphere.


WORDS
analog + manual;
affection + memory;
sunlight + body;
nudity + romance;
possibilities + time;
absence + to feel;
embrodery + to learn;
stitching + bordado;
to remember + to feel;
to die + to love;
CO-RELATED THEMES
People
Psychology
Mind
Dreams
Occult
Mystical
Processes
Structure
Materiality
Decoloniality
Feminism
Queer Theory
Cinema
Mythology
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