Designing a type system for depth.

We picked Fraunces for display, Geist for UI, and Inter for body, and the brief sounds simple until you have to render a serif italic in a hologram across a noisy retail floor. Every typographic decision that survived the page collapses against a moving viewer.

Letter-spacing widens. Counter shapes need to be deeper than they read on a screen. Stroke contrast that looks elegant on print becomes invisible at three meters with parallax. We rebuilt the brand display weight twice before the second flagship install.

The lesson: depth is a typographic medium, and it makes most of the conventions of flat type look like a regional dialect. There is a real research program in here, and we are starting to write it down.