"I try to focus less on the new and more about what's unique for you as a brand - dig into their story, where they came from." - Eleni Beveratou

Dalton Maag creative director shares her journey from discovering graphic design through a Girl Scout poster to becoming a leading voice in typography. The conversation explores the evolution of brand typography, the importance of accessibility in type design, and the process of creating custom typefaces for global brands. 

Eleni Beveratou discusses how her multicultural background influences her work and provides insights into the delicate balance between innovation and functionality in type design. She reveals how her initial dislike of typography during her studies transformed into a deep passion through understanding its impact on accessibility and user experience. 

Her approach emphasizes looking beyond trends to create enduring typefaces that authentically represent brands while meeting their practical needs across different platforms and writing systems.

Key Takeaways:

• Typography is not just about aesthetics - it's about functionality, accessibility, and brand identity
• The best typeface designs often come from understanding a brand's history and unique story rather than chasing trends
• Creating custom typefaces requires extensive research and collaboration with different teams within an organization
• The type design community has evolved to become more approachable and less intimidating
• Successful type design balances precision with creative expression
• Initial resistance to new typefaces often indicates successful challenging of the status quo
• International brands increasingly need custom typefaces to maintain consistency across different writing systems and platforms

Mindful Creative: How to understand and deal with the highs and lows of creative life, career and business

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