How do you handle type choices when the content is dry but the brand needs personality?
Working on a project right now where the subject matter is genuinely boring, think compliance documentation for a financial services company, but the client wants the brand to feel approachable and modern. Not playful, just not soulcrushing.
The tension is real. Go too expressive with the typeface and it undercuts the authority the content needs. Stay too neutral and you get something that reads like every other bank PDF from 2011
Right now leaning toward a geometric sans for headers that has just enough warmth in the terminals to soften things, paired with something slightly humanist for body copy. The combination feels like it could work, but it also feels like I'm just splitting the difference rather than making a real decision.
Curious whether anyone else has run into this and what the resolution looked like. Specifically interested in whether you pulled toward a typeface with some character and let the layout do the heavy lifting for seriousness, or went the other direction and let typographic hierarchy carry the personality
Also genuinely wondering if there's a class of type that solves this well that I'm not thinking about. The obvious picks feel too welltrodden at this point.