The Stuff Type Suite consists of 5 interrelated typeface sub-families, culminating in 62 individual fonts.

Stuff, a wide-reaching New Zealand media entity, began the process of re-establishing its own masterbrand around the archetype of the ‘restless creator’. The company’s existing typographic offering was both vast and varied, and did not cater to many specific typographic requirements critical to languages such as Te Reo Māori. After initial discussions around the potential for a large family of typefaces sharing a common design language, ideation began on a suite of types that each acknowledged the past through a forward-focused lens.

The brief required the research, design and engineering of a suite of functional, yet ownable typefaces for use in an editorial setting. Drawn for both screen and print, the Stuff Type Suite is formed around a common skeletal form, with consideration given to each individual genre while maintaining the unique tone of voice proposed for each style.

The prolific work of Samoan-born type designer Joseph Churchward became a key project influence, due to his association with the brand’s heritage. His preference for working by hand resulted in a plethora of original types created by his own custom-made drawing tools, including an original masthead for the Dominion Post. Churchward epitomises the ‘restless creator’ archetype.

The Stuff Type Suite enhances the opportunity for a more meaningful connection to the company’s content and ethos. The outcome is both spirited and robust — contemporary, yet archival.