Custom Font for Just Creative
Explore the full behind-the-scenes process of designing a custom type family for JUST Creative, an Australian design agency run by Jacob Cass. Just Sans is a bespoke sans serif branding typeface in 7 styles and a Variable Font.
In 2022, we collaborated with JUST Creative to design a custom font family, JUST Sans. It was a custom typeface tailored to their brand identity and specified usage. A quick, simple sketch quickly evolved into a refined, versatile sans serif through an in-depth, highly collaborative design process. We fine-tuned letterforms, integrated stylistic alternates, and incorporated advanced OpenType features to enhance functionality and multilingual support. The result was a well-balanced custom type family that seamlessly blends neo-grotesque neutrality with humanist warmth—perfectly suited for JUST Creative’s needs. This case study explores the journey behind JUST Sans and the value of custom type in branding.
I. First Sketches of Custom Font Family
In 2022, we received an email from Jacob Cass asking us if we'd be interested in designing a bespoke typeface for his branding agency and blog, JUST Creative. Of course, we immediately agreed.
One of the peculiar things about running an independent type studio is that you always have a bunch of great, fun, and fantastic ideas floating around in your mind. The only problem is finding enough time to properly sketch them out and turn them into finished retail typefaces. So, you find yourself pitching these ideas to clients, hoping one will perfectly match your client's vision.
So, when we started discussing the concept for JUST Sans with Jacob, we remembered working on a little sans serif typeface sketch we hadn't thought much of. However, as soon as we revisited that file, we realized that this sketch could evolve into a custom typeface that will someday be JUST Sans. That's when the real work truly kicked off.
↑ Just Sans First Draft
II. Just Sans Custom Font Development
When it comes to designing a custom font, one thing we can't emphasize enough is the importance of gathering information from the client. We always obtain as many details as possible, including their font preferences, fonts they believe could fit the project well, and the specific mood or style they envision for their custom typeface. Having this valuable insight, we can better understand the client's needs and vision and ensure our custom typeface fits their criteria.
When we finally sat down to create the initial draft for JUST Sans, we already had a clear vision. We wanted to design a friendly sans serif typeface that balanced more neutral neo-grotesques and humanist sans serifs. This was a refreshing break from the constraints of a single style. As type designers, breaking free and embracing a bit of creative exploration is always a welcome experience. It's incredibly refreshing for custom type projects.
↑ Just Sans Draft Outlines
In the initial draft of JUST Sans custom typeface, the standout feature was the terminals of the letters 't', 'f', and 'j'. They had elongated shapes and rather unique proportions, giving them a supple, flexible look that flowed into the rest of the characters. This same sense of flexibility was also present in the slightly flaring strokes of 'n' and 'u', as well as the more delicate terminals of 'C' and 'S'. These design elements brought a dynamic and intriguing quality to the entire typeface.
What we liked about the initial sketch was its compact and playful nature. The typeface appeared friendly yet carried a subtle touch of seriousness. It possessed a softness yet appeared solid. The counters in the circular glyphs were comfortably spacious, balancing geometry and organic forms. Overall, it was precisely what we wanted from this custom typeface.
To ensure screen and print readability, we incorporated subtle ink traps in tighter areas, such as the connection between the shoulder and stem of 'n' and the vertices of 'w' and 'v'. These adjustments added an extra level of clarity and visual harmony to Just Sans.
↑ Just Sans Features, October 2022
However, we delved deeper into the project and saw that the first draft had flaws. Its defining feature—the flexible terminals—turned out to be its weakest point. Consequently, we decided to opt for shorter and sturdier terminals, which better suited the overall vision for the project. Nonetheless, when reflecting on the development of JUST Sans, it's remarkable to see how many features from the initial sketch ultimately made their way into the final version of the type family.
Over the next few months, we engaged in a back-and-forth exchange of font files. When working on custom typefaces, clients often provide feedback only when necessary. Working with Jacob on JUST Sans was a truly collaborative endeavor. By the time we finished the project, the JUST Sans family had expanded to include seven styles, ranging from Extra Light to Extra Bold, along with 1 Variable Font. Each font boasts an extensive 700+ glyph character set, supporting a wide range of Latin-based languages, multiple figure sets, punctuation, and additional symbols.
↑ Just Sans OpenType Features
III. Just Sans Custom Font Family Features
Initially, the plan for JUST Sans was to create a much smaller family of fonts. However, as the project evolved, it became apparent that expanding the weight options would enhance its versatility. It's no secret that larger type families offer more flexibility, so after careful consideration, we decided to include seven static font styles. From a purely technical standpoint, the file structure only required three masters: Extra Light, Extra Bold, and Regular. These masters controlled the interpolation process, guaranteeing that all styles maintained a clean and sharp appearance.
Later on, it was decided to include a variable font option for JUST Sans. With a variable font, the entire font family can be accessed and adjusted using a single slider, eliminating the need for multiple separate files.
↑ Just Sans Type Family Overview
Stylistic Alternates
When you're engrossed in the design process, you often end up with more letters than you need. It's an awkward position, to say the least. Some of these extra characters are scrapped as the project progresses, and some morph into something else. And there are those that you just can't let go of. These 'extras' are stored in separate stylistic sets within your typeface.
Any modern font design software allows you to create several stylistic sets. The sets can be turned on and off in the OpenType settings to modify the look of the typeface and create more distinction between various characters. In JUST Sans, we settled on five stylistic sets: single-storey 'a', flat terminals, symmetrical 'u', alternate 'J', and alternate 'l'. Enabling each stylistic set in JUST Sans would also impact related glyphs. For instance, turning on the single-storey 'a' would apply this style to other accented letters.
Alternate glyphs are super convenient when you want to change some aspects of your typeface but don't want to change each letter individually. Toggle on one of the sets (or all of the sets at once if you're feeling it) and enjoy the brand new look of your bespoke typeface.
OpenType Features
OpenType features are some of the most overlooked aspects of type design. At Groteskly Yours Studio, we prioritize incorporating essential features in all our bespoke and retail typefaces.
One important feature we utilize is case-sensitive punctuation, ensuring punctuation marks align properly with uppercase letters. While default punctuation works well in longer texts, it can appear slightly incongruous in headlines. To address this, we incorporate a variety of alternate glyphs with a ".case" suffix. The "case" feature automatically substitutes the default characters with the corresponding ".case" characters. JUST Sans includes case-sensitive variations for parentheses, hyphens, dashes, colons, number signs, and other select characters.
Localization is an essential feature that can significantly impact the legibility and accuracy of typefaces. Different languages often require unique characters that most typefaces can't provide. For instance, in Catalan, a punt volat is used to differentiate between 'LL' and 'L·L.' By default, using a 'periodcentered' glyph can result in excessive white space. Manually kerning the 'L' and '·' each time is time-consuming. To address this issue in JUST Sans, the 'Ldot' character was added, which included a perfectly centered period between the stems of the two 'L's. Additionally, we incorporated support for other languages, such as Dutch, Turkish, and Romanian, within this OpenType feature.
The custom font family for JUST Creative encompasses several additional OpenType features to enhance its versatility and functionality. These include Ligatures (both Standard and Discretionary). The type family also offers support for Fractions, allowing for seamless rendering of fractional numerals, and Sub- and Superscript options are available for scientific and mathematical applications. Tabular Figures ensure consistent spacing in numerical columns. Additionally, JUST Sans offers multiple Stylistic Sets.
Multilingual Support
As we were wrapping up work on the custom typeface, we wanted to ensure that it could be used effectively in different languages. To achieve this, we included a wide range of characters in each font. JUST Sans can work well in multilingual settings, with approximately 600 characters per font, including diacritical marks, symbols, alternate glyphs, and additional symbols. We wanted to ensure that the typeface was versatile and accommodating for users worldwide.
↑ Just Sans type multilingual support
III. Just Sans Release
Despite the extensive scope of the JUST Sans family and the large number of characters per font, we completed the project relatively quickly. The talented Alena Linnask skillfully designed the project's final presentation, seamlessly integrating JUST Creative's colors and branding elements. Alena's expertise added a layer of visual appeal to JUST Sans, capturing its unique character and aesthetic appeal.
Designing a custom typeface for JUST Creative was a story of exploration, refinement, and collaboration—one that resulted in a bespoke typeface that is both functional and deeply embedded with the brand’s identity. From initial sketches to a fully developed type family, this project highlighted the importance of thoughtful design, iterative feedback, and a commitment to delivering a typeface that is visually compelling and highly practical for diverse applications.
At Groteskly Yours Studio, we specialize in crafting custom typefaces that reflect the personality, values, and vision of brands and designers. Whether you need a bespoke font to define your brand’s voice or a finely tuned typographic system for a specific project, we’re here to bring your ideas to life.
Custom fonts give your brand a voice. Let’s design yours—get in touch.
In 2022, we collaborated with JUST Creative to design a custom font family, JUST Sans. It was a custom typeface tailored to their brand identity and specified usage. A quick, simple sketch quickly evolved into a refined, versatile sans serif through an in-depth, highly collaborative design process. We fine-tuned letterforms, integrated stylistic alternates, and incorporated advanced OpenType features to enhance functionality and multilingual support. The result was a well-balanced custom type family that seamlessly blends neo-grotesque neutrality with humanist warmth—perfectly suited for JUST Creative’s needs. This case study explores the journey behind JUST Sans and the value of custom type in branding.
I. First Sketches of Custom Font Family
In 2022, we received an email from Jacob Cass asking us if we'd be interested in designing a bespoke typeface for his branding agency and blog, JUST Creative. Of course, we immediately agreed.
One of the peculiar things about running an independent type studio is that you always have a bunch of great, fun, and fantastic ideas floating around in your mind. The only problem is finding enough time to properly sketch them out and turn them into finished retail typefaces. So, you find yourself pitching these ideas to clients, hoping one will perfectly match your client's vision.
So, when we started discussing the concept for JUST Sans with Jacob, we remembered working on a little sans serif typeface sketch we hadn't thought much of. However, as soon as we revisited that file, we realized that this sketch could evolve into a custom typeface that will someday be JUST Sans. That's when the real work truly kicked off.
↑ Just Sans First Draft
II. Just Sans Custom Font Development
When it comes to designing a custom font, one thing we can't emphasize enough is the importance of gathering information from the client. We always obtain as many details as possible, including their font preferences, fonts they believe could fit the project well, and the specific mood or style they envision for their custom typeface. Having this valuable insight, we can better understand the client's needs and vision and ensure our custom typeface fits their criteria.
When we finally sat down to create the initial draft for JUST Sans, we already had a clear vision. We wanted to design a friendly sans serif typeface that balanced more neutral neo-grotesques and humanist sans serifs. This was a refreshing break from the constraints of a single style. As type designers, breaking free and embracing a bit of creative exploration is always a welcome experience. It's incredibly refreshing for custom type projects.
↑ Just Sans Draft Outlines
In the initial draft of JUST Sans custom typeface, the standout feature was the terminals of the letters 't', 'f', and 'j'. They had elongated shapes and rather unique proportions, giving them a supple, flexible look that flowed into the rest of the characters. This same sense of flexibility was also present in the slightly flaring strokes of 'n' and 'u', as well as the more delicate terminals of 'C' and 'S'. These design elements brought a dynamic and intriguing quality to the entire typeface.
What we liked about the initial sketch was its compact and playful nature. The typeface appeared friendly yet carried a subtle touch of seriousness. It possessed a softness yet appeared solid. The counters in the circular glyphs were comfortably spacious, balancing geometry and organic forms. Overall, it was precisely what we wanted from this custom typeface.
To ensure screen and print readability, we incorporated subtle ink traps in tighter areas, such as the connection between the shoulder and stem of 'n' and the vertices of 'w' and 'v'. These adjustments added an extra level of clarity and visual harmony to Just Sans.
↑ Just Sans Features, October 2022
However, we delved deeper into the project and saw that the first draft had flaws. Its defining feature—the flexible terminals—turned out to be its weakest point. Consequently, we decided to opt for shorter and sturdier terminals, which better suited the overall vision for the project. Nonetheless, when reflecting on the development of JUST Sans, it's remarkable to see how many features from the initial sketch ultimately made their way into the final version of the type family.
Over the next few months, we engaged in a back-and-forth exchange of font files. When working on custom typefaces, clients often provide feedback only when necessary. Working with Jacob on JUST Sans was a truly collaborative endeavor. By the time we finished the project, the JUST Sans family had expanded to include seven styles, ranging from Extra Light to Extra Bold, along with 1 Variable Font. Each font boasts an extensive 700+ glyph character set, supporting a wide range of Latin-based languages, multiple figure sets, punctuation, and additional symbols.
↑ Just Sans OpenType Features
III. Just Sans Custom Font Family Features
Initially, the plan for JUST Sans was to create a much smaller family of fonts. However, as the project evolved, it became apparent that expanding the weight options would enhance its versatility. It's no secret that larger type families offer more flexibility, so after careful consideration, we decided to include seven static font styles. From a purely technical standpoint, the file structure only required three masters: Extra Light, Extra Bold, and Regular. These masters controlled the interpolation process, guaranteeing that all styles maintained a clean and sharp appearance.
Later on, it was decided to include a variable font option for JUST Sans. With a variable font, the entire font family can be accessed and adjusted using a single slider, eliminating the need for multiple separate files.
↑ Just Sans Type Family Overview
Stylistic Alternates
When you're engrossed in the design process, you often end up with more letters than you need. It's an awkward position, to say the least. Some of these extra characters are scrapped as the project progresses, and some morph into something else. And there are those that you just can't let go of. These 'extras' are stored in separate stylistic sets within your typeface.
Any modern font design software allows you to create several stylistic sets. The sets can be turned on and off in the OpenType settings to modify the look of the typeface and create more distinction between various characters. In JUST Sans, we settled on five stylistic sets: single-storey 'a', flat terminals, symmetrical 'u', alternate 'J', and alternate 'l'. Enabling each stylistic set in JUST Sans would also impact related glyphs. For instance, turning on the single-storey 'a' would apply this style to other accented letters.
Alternate glyphs are super convenient when you want to change some aspects of your typeface but don't want to change each letter individually. Toggle on one of the sets (or all of the sets at once if you're feeling it) and enjoy the brand new look of your bespoke typeface.
OpenType Features
OpenType features are some of the most overlooked aspects of type design. At Groteskly Yours Studio, we prioritize incorporating essential features in all our bespoke and retail typefaces.
One important feature we utilize is case-sensitive punctuation, ensuring punctuation marks align properly with uppercase letters. While default punctuation works well in longer texts, it can appear slightly incongruous in headlines. To address this, we incorporate a variety of alternate glyphs with a ".case" suffix. The "case" feature automatically substitutes the default characters with the corresponding ".case" characters. JUST Sans includes case-sensitive variations for parentheses, hyphens, dashes, colons, number signs, and other select characters.
Localization is an essential feature that can significantly impact the legibility and accuracy of typefaces. Different languages often require unique characters that most typefaces can't provide. For instance, in Catalan, a punt volat is used to differentiate between 'LL' and 'L·L.' By default, using a 'periodcentered' glyph can result in excessive white space. Manually kerning the 'L' and '·' each time is time-consuming. To address this issue in JUST Sans, the 'Ldot' character was added, which included a perfectly centered period between the stems of the two 'L's. Additionally, we incorporated support for other languages, such as Dutch, Turkish, and Romanian, within this OpenType feature.
The custom font family for JUST Creative encompasses several additional OpenType features to enhance its versatility and functionality. These include Ligatures (both Standard and Discretionary). The type family also offers support for Fractions, allowing for seamless rendering of fractional numerals, and Sub- and Superscript options are available for scientific and mathematical applications. Tabular Figures ensure consistent spacing in numerical columns. Additionally, JUST Sans offers multiple Stylistic Sets.
Multilingual Support
As we were wrapping up work on the custom typeface, we wanted to ensure that it could be used effectively in different languages. To achieve this, we included a wide range of characters in each font. JUST Sans can work well in multilingual settings, with approximately 600 characters per font, including diacritical marks, symbols, alternate glyphs, and additional symbols. We wanted to ensure that the typeface was versatile and accommodating for users worldwide.
↑ Just Sans type multilingual support
III. Just Sans Release
Despite the extensive scope of the JUST Sans family and the large number of characters per font, we completed the project relatively quickly. The talented Alena Linnask skillfully designed the project's final presentation, seamlessly integrating JUST Creative's colors and branding elements. Alena's expertise added a layer of visual appeal to JUST Sans, capturing its unique character and aesthetic appeal.
Designing a custom typeface for JUST Creative was a story of exploration, refinement, and collaboration—one that resulted in a bespoke typeface that is both functional and deeply embedded with the brand’s identity. From initial sketches to a fully developed type family, this project highlighted the importance of thoughtful design, iterative feedback, and a commitment to delivering a typeface that is visually compelling and highly practical for diverse applications.
At Groteskly Yours Studio, we specialize in crafting custom typefaces that reflect the personality, values, and vision of brands and designers. Whether you need a bespoke font to define your brand’s voice or a finely tuned typographic system for a specific project, we’re here to bring your ideas to life.
Custom fonts give your brand a voice. Let’s design yours—get in touch.