I led a typeface refresh for Rapala, selecting a new font that preserved the brand’s rugged, outdoorsy character while improving legibility and consistency across platforms. After testing options for weight, spacing, and scale, I implemented the type system across digital and print touchpoints, then produced a series of ads showcasing the refreshed type—headlines that felt bold but authentic, body copy that read cleanly at small sizes, and layout treatments that honored Rapala’s visual heritage. The result was a cohesive ad suite that reinforced brand recognition while modernizing Rapala’s voice for current audiences.