Frances Valentine:
Brand Typographic System

Challenge: A Type System Out of Sync with the Brand’s Personality

Frances Valentine, the apparel and accessories brand co-founded by Kate Spade and Elyce Arons, sought to elevate its retro-modern aesthetic through refreshed brand typography. Their existing type system lacked personality, hierarchy, and flexibility—making it difficult to create engaging layouts for digital campaigns, print catalogs, and special occasions. The brand also wanted to incorporate handwritten and decorative fonts to better reflect its playful, editorial voice.

To address Frances Valentine’s needs, I expanded their type system by adding new font styles while refining hierarchy for clarity and visual impact. The revamped system features bold headlines for digital and print, clean body copy for readability, and decorative elements for playful, editorial moments. Applied to their 2026 campaign, this approach strengthened the brand’s voice and created a cohesive, distinctive identity across all platforms.

Key Services: Typography System Design, Style Guide

Frances Valentine, 2025