The type studio that reminded me why originality matters
I recently stumbled across the type studio OHNO Type Co, and after spending way longer than I should probably admit exploring their website (the animated typefaces are sooo satisfying!), it reminded me why originality still matters.
As striking as the site looked, it wasn’t just the typography that caught my attention. It was the personality behind it. Every typeface felt considered, playful and completely comfortable being itself. Nothing on the page felt like it was trying to follow a trend. It simply felt authentic.
And in a world where we’re surrounded by similar content every single day, that’s honestly just refreshing.
Working in brand and marketing at ARTWORKS, I spend a lot of time looking through project photography for our website, social media and image bank. It’s probably no surprise that the projects I always find myself coming back to are the ones that feel a little different.
Not because they’re the biggest or boldest, but because they’ve solved a challenge in a thoughtful way. Maybe it’s a clever use of colour, an installation that works perfectly with the architecture, or a bespoke detail that makes the whole space feel thought through.
Those are the projects I enjoy sharing most, because you can see the thought and purpose behind them.
Seeing OHNO Type Co reminded me that the work people remember isn’t usually the work that looks like everything else. It’s the work with personality. The work that’s been thought through. The work that feels like someone genuinely cared about every detail.
Maybe that’s why originality still matters – Not because everything has to be loud or different, but because the best design feels intentional. It feels personal and, above all, it feels right for the people it’s been created for.