Balancing this sense of professionalism and playfulness, we leant into the inherently digital nature of the talent and the brand, such as the social-media-centric, easily typed, and equally as easily instagrammed, Lemon-Water logomark. Developing bespoke emojis to sit alongside, we drew a bespoke headline serif; calling on sturdy and serious traditional serif in its construction, whilst incorporating energetic and lively moments of typographic playfulness throughout.