Adam Ho
Pages
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Case Study
Webflow
Information
Felt reached out to craft a brand new identity and website for a seemingly new product category—consumer maps.
Content
I. Identity
II. Typography
III. Website
Case Studies14
1
Liquidities
2
Beat Foundry
3
Felt
4
Airbnb Luxe
5
Supporting Cast
6
Designer Fund
7
Abstract
8
Nike ISPA
9
The Verge
10
Cash App
11
Grove Financial
12
Zendesk (Industries)
13
Webflow
14
Backdrop
Independent studio practice of Adam Ho
Liquidities
(2022)
Cash App
(2022)
Beat Foundry
(2022)
Independent studio practice of Adam Ho
FElt
(2022)
Designer Fund
(2018)
Abstract
(2018)
Independent studio practice of Adam Ho
Nike ISPA
(2019)
Airbnb Luxe
(2019)
Independent studio practice of Adam Ho
SELECTED PROJECT HISTORY
,
[16]
1
Liquidities
2022
2
Beat Foundry
2022
3
Felt
2022
Medium
Marketing website development
2020
Coinbase
Coinbase Card design
2020
4
Airbnb Luxe
2019
5
Supporting Cast
2020
6
Designer Fund
2019
7
Abstract
2019
8
Nike ISPA
2020
9
The Verge
2018
10
Cash App
2022
11
Grove Financial
2019
12
Zendesk
2019
13
Webflow
2019
Divergence Ventures
Brand and web design/development
2020
14
Backdrop
2018
Felt
A brand new identity for map–making tool, Felt.
3
Felt reached out to craft a brand new identity and website for a seemingly new product category—consumer maps.
Credits
5
Sam Hashemi, Co-founder
Can Duruk, Co-Founder
Divergence Ventures
Brand and web design/development
2020
The Yes
Visual product design
2019
14
Backdrop
2018
Felt
,
(2021–2022)
Felt logo (in green).
I. Identity
The Felt brand was crafted with the explorer in mind.

The simple inspiration of a marbled composition notebook, and the colors of vintage maps were used for the identity of the brand.
Marbled notebook / map texture.
The Felt logo was crafted using Roslindale, designed by David Jonathan Ross.

DJR wrote a feature on Felt recently. He writes, "The logo is massive, taking up a huge amount of real estate on the website’s homepage. Ho used Roslindale Display Condensed Black as the basis for the logo, tweaking the spacing and letter t to produce a pleasing parallel curve between the last two letters."

Read more of the feature here.
Felt logo in brand guidelines.
The primary brand palette for Felt utilizes “Felt Green” the most, with bright accent colors of orange, yellow, and navy as supporting colors. Gray and white also help to round out the system for clarity.
Felt color palette.
II. Typography
The Felt brand uses two core typefaces—GT Alpina, and Atlas Grotesk.
Typeface setup.
GT Alpina is the main display typeface, with the Felt brand mainly utilizing the “light” weight. It is a workhorse serif typeface with a vintage, yet modern look.

Atlas Grotesk is a super legible sans-serif typeface mainly used for supporting text— body copy, metadata, and secondary headlines. In some instances, Atlas Grotesk can be used as a display typeface in all bold, as seen in the page before this.
"The world needs more maps" in Atlas Grotesk.
Type pairing examples.
Usage examples.
Felt usage on outdoor poster.
Felt business cards.
T-shirt.
III. Website
The Felt site was created as a teaser and a pre-cursor to a more fully-fleshed out website, so we had a bit of free-reign to play around with the "hugeness" of this identity.
Website of homepage.
Website design.
Miscellaneous website examples.
Blog website examples.
A CMS back-end was developed for the Felt blog, filled with over 20 custom fields for writers to insert new posts.

We also collaborated with talented illustrator, Fanny Luor, to design an illustration system for the Felt blog.
On May 31st, 2022, Felt launched publicly. I worked with them on a refreshed website for their launch.
Felt public launch website.
MORE WORK
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[1]
10
Cash App
2022
Cash App for 13+ website design.
Cash App 13+ website design,
2022
Brand identity and logo for map–making tool, Felt
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A brand new identity for map–making tool, Felt.