Identity
Clean and irreducibly complex, the Fount vibe matches the Fount process. We combined a custom-built wordmark, composed of broken shapes assembling to form a clear image, with organic imagery and precise language to produce a voice that is crisp, legible, and taken seriously while also approachable. No waste, no confusion. No headaches.
The Fount mark is ostensibly a monogram, built on a square grid for use in brand expression at small scale. It also evokes the form of a bird’s wing to suggest a sense of freedom, purpose, and upward movement.
Messaging
Intentional copy and messaging bridged the gap between an outdoorsy brand narrative and the more info-dense content that users look for when choosing a credible vendor. The demographic that Fount targets values quick and easy access to relevant information. We added in a memorable dash of brand expression. For example, “Cast us a line.” instead of “Contact us.”
Photo + Video
We knew from day one that we wanted to produce a body of media content that uniquely represented the values of Fount founder, Jimmy Clements. In unpacking his passion for his work, as well as for stewardship of natural resources, plans took shape, ultimately yielding a brand narrative that represents Jimmy as a human, as well as what Fount offers clients.
Web
Built using Elementor for WordPress, web presence for Fount was designed and developed around four key goals - 1. to express brand narrative and key value proposition, 2. to engage users’ emotions via messaging and media, 3. to maximize user browse time via quick load speeds and accessible design, and 4. to encourage users toward making contact.
