Jen Wagner Type came to us at a turning point. Her fonts had been embraced by a loyal audience and featured by brands like Leann Ford—yet her positioning no longer reflected the caliber of her work or the momentum she was building. The challenge: evolve her studio from a Creative Market–style shop into a full-fledged type foundry with authority, clarity, and room to scale.

We partnered with Jen to create a strategy and identity that captured both her expertise and her edge—rooting her brand in the balance she’s known for: feminine, but functional. Distinctive, yet enduring.

At the heart of the strategy was defining her signature: typefaces designed with the grace of femininity, without sacrificing utility. Unlike many fonts in the category—too ornate to work at scale—Jen’s are crafted to hold their own everywhere from packaging and editorial spreads to large-scale billboards and fine-detail applications.

Visually, we drew from Jen’s coastal inspirations and the effortless flow of modern beauty, fashion, and wellness brands. The new identity system mirrors her audience’s world: refined, bold, and built for women-led industries that value both style and substance.

The rollout began with brand strategy and identity, carried through her mockups and marketing assets. Even before her new website launch, the results spoke for themselves:

• Increased engagement from creative directors on Instagram

• Direct inquiries from founders in beauty, fashion, and wellness—her ideal audience

• Early collaborations sparked by her refreshed positioning alone

Jen Wagner Type now stands apart in the crowded type market—with a signature point of view, a strategy to scale, and a brand identity that reflects both her credibility and her future.