Let the letters do the selling.
What Halden needed from a site that has to sell typefaces.
Halden is a three-person foundry known for sturdy grotesques. Their old site showed each family as a flat PNG specimen, and licensing meant an email back and forth. Designers had no way to try a font before asking for a quote.
The new site had to let people type, compare and buy, while still feeling like a printed specimen book.
Live type testers
Any text, any size, any weight, right on the specimen page.
Self-serve licensing
Desktop, web and app licences priced and bought in one flow.
A specimen-book feel
Big pages and generous margins, with the letters as the hero.
From PNGs to live type.
Drag to compare the old image specimen with the live one.
Every specimen on the site is now real, editable text. The only images left on the site are photos of printed proofs.
A tester built for typographers.
One custom component, tuned until type designers stopped asking for features.
We built the tester as a Framer code component: weight and size sliders, OpenType features as toggles, and a shareable link that saves your setting. Each family page opens with the foundry’s own sample text and stays editable.
The rest of the site steps back: black and white, one cobalt accent for interactive elements, and page layouts that borrow from printed specimen books.
Large specimens up top, the live tester underneath, licensing one click away.
Weights and OpenType features are shown as type, not as dropdown menus.
What it adds up to.
Store data, first full quarter after launch.
Self-serve licences replaced most quote requests in the first quarter, and the new family launched with the foundry’s best opening month to date. Shared tester links now drive a fifth of all visits.
“The site finally feels like one of our printed specimens.”
Founder · Halden Type
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