Identity System

Color Palette

Font & Paragraph Styles

Layout

Font & Paragraph Styles

In general, set widths to 80%, use the paragraph styles (full characteristics listed in chart below), along with color palette and saved or global elements to keep consistency across the website.

Case Study 02

Princeton in Latin America

Reached Sales & Attendance Goals for a Major Fundraising Event Re-engaging PiLA’s Dispersed Community

"Walter produced high-quality creative work very quickly and took the initiative to innovate beyond what we asked. Walter has good ideas and an excellent eye for color; he is very easy to work with, and is generous with his time."

MICHAEL S., PROJECT MANAGER

Situation

I was brought in to create a brochure to help promote a gala that was three months away. After initial research and during a discovery call I saw an opportunity and proposed a plan to use their 15th-anniversary as an opportunity. Together we could:

Paragraph Noto Sans 18pt Normal 1.3 0.0

Subtitle

Above Title

Heading 1

Heading 2

Heading 3

Heading 4

HEADING 5

HEADING 6

Button / BUTTON

Quote

Device & P Style	Desktop	Tablet	Phone
Paragraph	18pt Noto Sans Normal 1.9 LH / 0.0 LS	16pt Noto Sans Normal 1.6 LH / 0.0 LS	16pt Noto Sans Normal 1.6 LH / 0.0 LS
Subtitle	24pt Inconsolata Semi-bold 1.8 LH / 0.0 LS	20pt Inconsolata Normal1.6 LH / 0.0 LS	20pt Inconsolata Normal1.6 LH / 0.0 LS
Above Title	18pt Noto Serif Normal 1.3 LH / 0.0 LS	13pt Noto Serif Normal 1.5 LH / 0.0 LS	13pt Noto Serif Normal 1.5 LH / 0.0 LS
Heading 1	72pt Noto Serif Normal 1.3 LH / 0.0 LS	40pt Noto Serif Normal 1.3 LH / 0.0 LS	30pt Noto Serif Normal 1.3 LH / 0.0 LS
Heading 2	36pt Noto Serif Normal 1.3 LH / 0.0 LS	35pt Noto Serif Normal 1.2 LH / 0.0 LS	29pt Noto Serif Normal 1.2 LH / 0.0 LS
Heading 3	27pt Noto Serif Normal 1.4 LH / 0.0 LS	27pt Noto Serif Normal 1.3 LH / 0.0 LS	23pt Noto Serif Normal 1.3 LH / 0.0 LS
Heading 4	22pt Noto Sans Normal 1.5 LH / 0.0 LS	20pt Noto Sans Normal 1.4 LH / 0.0 LS	20pt Noto Sans Normal 1.4 LH / 0.0 LS
Heading 5	14pt Noto Sans Normal 1.6 LH / 0.0 LS	18pt Noto Sans Normal 1.5 LH / 0.0 LS	18pt Noto Sans Normal 1.5 LH / 0.0 LS
Heading 6	18pt Inconsolata Medium 1.5 LH / 0.0 LS	16pt Inconsolata Bold 1.5 LH / 0.0 LS	16pt Noto Sans Normal 1.6 LH / 0.0 LS
Button	16pt Noto Sans Normal 1.4 LH / 0.5 LS	14pt Noto Sans Normal 1.2 LH / 0.5 LS	14pt Noto Sans Normal 1.2 LH / 0.5 LS

Heading 1 is used for my name on home page

Heading 2 for each page,

Subtitle beneath H2,

Above Title for above H2,

Button, CAP for buttons and UL for bottom nav links

H3, hierarchy for sections under H2

H4, BOLD for 'wb.' and use mid-gray

H5, CAP for names of people who give quotes

Quote

wb.