When it comes to design, typography can often be the unsung hero. It's the silent partner, playing a leading role in making sure your message is communicated (and therefore heard) loud and clear. With that being said, choosing the right typeface for a design project is often a tricky task. In this blog post we'll dive into the world of typography, exploring the power of typefaces and how to choose the right ones for your project.
First things first, let's talk about the basics of typography. A typeface is a family of glyphs (this includes letters, numerals, and symbols). Typefaces often span multiple weights, usually (but not always) including upper case and lower case characters, alongside italics - an example being Helvetica. A font on the other hand is a specific weight and point size, an example being Helvetica Regular set at 11 point.

With this differentiation made there is a dizzying array of typefaces out there to choose from. So where do you begin? The easiest way is to break typefaces down into broad categories. You've got your classic serif typefaces (think Times New Roman), your modern sans-serif typefaces (think Helvetica) and all sorts in between; ranging from script and display to monospaced and slab serif. Each typeface carries with it a unique personality and style, it's important to choose one that aligns with your message and the overall look and feel of your design project.

So, how do you choose the right typeface? It all starts with understanding the tone and motivation behind your message. Are you trying to demonstrate an aura of professionalism and elegance? A serif typeface might be the way to go. Are you trying to convey a sense of modernity and simplicity? A sans-serif typeface would probably be your go to. It's important to choose a typeface that appropriately embodies what it is that you’re trying to communicate. That being said, it isn't a strict science, there’s plenty of room for experimentation and boundary crossing… Sometimes going against the grain carries a message more effectively than conforming to the status quo.
Let's talk about the power of pairing typefaces. Good design often involves multiple typefaces living in harmony alongside one another. The key is usually (but not always) to choose two or three typefaces that complement each other in order to create a cohesive look. A common design choice is to set a more decorative typeface aside for use at large scales across headers or titles, whilst reserving a typeface that prioritises legibility and minimises fatigue for body copy.
This segways into the importance of legibility in design. We’re all for experimentation with different typographic styles, colours, weights, and sizes; in fact we actively encourage it within our practice. What has to be kept in mind at all times is that every design choice you make has a direct impact on your audience's experience. At its core, graphic design serves as a vessel through which a message is communicated. If an audience has trouble understanding what you’re trying to say, then you may as well not say it at all. It’s important to make calculated decisions at every point of the design process, ask yourself questions. Is the point size too small? Is there enough contrast? Is this tiresome to read? You’ll thank yourself at the end.

In conclusion, typography is an extremely powerful tool in design and choosing the right typeface can make or break your design. It's important to choose a typace that aligns with your message and the overall look and feel of your design. Remember, when it comes to typography, less can often be more. Pay attention to size and spacing, prioritise legibility, ask questions and don’t be afraid to experiment. With these tips in mind, you'll be able to determine the perfect typographic solution for your design, making sure your message is heard loud and clear.

KENSHŌ AGENCY — A FOUNDER STORY
Kenshō Agency wasn’t built just to make better brands.
We kept seeing potential clients come to us, both small and large, with the same issue.
They’d invested real money into branding, and were getting very little back from it. Not because the work was bad, but because it had no real connection to how the business actually ran, its values, or where it was trying to go.
Strategy sat in one place. Execution in another. And the brand ended up somewhere in between, looking right, but not doing much.
We’d both seen this play out repeatedly. Just from different sides of it.
That’s where Kenshō Agency started.
STELIOS' FOUNDER STORY
Stelios grew up around design.
Aesthetics, craft, visual storytelling. That was always there.
But his career took him into operations, finance, and risk, working at director level in environments where decisions had real consequences and there wasn’t room for guesswork.
That changes how you see things.
Brands stop being about visuals, and start becoming about clarity. About trust. About giving people a way to make decisions with confidence.
When Stelios came back to design, he didn’t leave that behind.
He brought it into the work.
So creative decisions aren’t treated as subjective. They’re treated as business decisions. The kind that need to hold up under pressure, not just in a presentation.
WHY KENSHŌ AGENCY EXISTS
Most branding doesn’t fail because of a lack of creativity, it fails because it’s built in isolation.
The people shaping the brand aren’t always close to the business. And the people running the business aren’t always working from a clear brand.
So things drift.
Messaging becomes inconsistent. Decisions take longer. Teams pull in different directions. And money gets spent without real return.
Kenshō Agency exists to fix that.
We work across four areas, culture, business processes, narrative, and visual expression, because that’s where brand actually lives.
Not in a deck.
In how a business communicates, makes decisions, and shows up every day.
When those things are aligned, things start to move.
Decisions get clearer. Execution gets faster. And the brand starts contributing commercially, not just visually.
That’s the role Kenshō Agency plays.
Not just to create brands that look right.
But to build brands that work.

Kenshō Agency — A founder storyKenshō
Agency wasn’t built just to make better brands.
We kept seeing potential clients come to us, both small and large, with the same issue.
They’d invested real money into branding, and were getting very little back from it. Not because the work was bad, but because it had no real connection to how the business actually ran, its values, or where it was trying to go.
Strategy sat in one place. Execution in another. And the brand ended up somewhere in between, looking right, but not doing much.
We’d both seen this play out repeatedly. Just from different sides of it.
That’s where Kenshō Agency started.
James’ founder Story
Environments with targets, complexity, and constant pressure to deliver.
You learn quickly in places like that.
Good ideas aren’t enough.
What matters is execution. Consistency. Alignment. Getting people, channels, and decisions moving in the same direction, even when things aren’t simple.
James understands how marketing works from the inside. Not how it’s presented, but how it operates day to day inside a business.
He focuses on closing the gap between what a brand is supposed to be, and what actually gets delivered in the market.
WHY KENSHŌ AGENCY EXISTS Why Kenshō Agency exists
Most branding doesn’t fail because of a lack of creativity, it fails because it’s built in isolation.
The people shaping the brand aren’t always close to the business. And the people running the business aren’t always working from a clear brand.
So things drift.
Messaging becomes inconsistent. Decisions take longer. Teams pull in different directions. And money gets spent without real return.
Kenshō Agency exists to fix that.
We work across four areas, culture, business processes, narrative, and visual expression, because that’s where brand actually lives.
Not in a deck.
In how a business communicates, makes decisions, and shows up every day.
When those things are aligned, things start to move.
Decisions get clearer. Execution gets faster. And the brand starts contributing commercially, not just visually.
That’s the role Kenshō Agency plays.
Not just to create brands that look right.
But to build brands that work.

Kenshō Agency & Ads.gi Joins Forces with the Capurro Group
After several years of collaboration, we’re thrilled to announce that the Capurro Group has acquired a majority stake in Kenshō Agency & Ads.gi, marking the beginning of a strategic partnership that will propel us to new heights.
INTRO
After several years of collaboration, we’re thrilled to announce that the Capurro Group has acquired a majority stake in Kenshō Agency & Ads.gi, marking the beginning of a strategic partnership that will propel us to new heights.With over 150 years of business expertise, the Capurro Group brings an extensive network and deep industry knowledge, enabling Kenshō Agency to operate on a more global scale.
This partnership strengthens our ability to serve our clients, unlocking new opportunities, markets, and strategic connections that will enhance the value we deliver to them.
Having worked together for nearly a decade, this move is a natural evolution of our shared vision. With Capurro Group's backing, Kenshō Agency is poised for unprecedented growth while continuing to innovate and push boundaries.
We’re incredibly excited for this next chapter and the possibilities it brings, not just for us but for our clients, partners, and the industries we serve.
Stay tuned for what’s next!
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