An interview series featuring notable people whose lives intersect with the world of pens. Cole is an typeface designer who caters to a very niche audience: companies that provide deathcare and wellness services.
My name is Cole Imperi, I live in Cincinnati (where I'm from!) and I work a few months of the year out of New York City. I own a company called Doth Brands, a creative agency with a very specialized niche: we only work with deathcare and wellness (mostly yoga) clients.
I also own a design studio called Hello Cole, and that is where my typefaces, custom type, lettering work, and other projects live.
Victor is my husband and he works with me -- he has a unique specialization in pricing design! I also have two beagles, Ruby and Hairy. Ruby has dwarfism which makes her extra cute and Hairy is my shadow.
Tell us about your job! How does art play a role in your career?
As a creative director, I oversee larger design-related projects from start to finish, often working with a team of people. Sometimes I work alone on projects; most of those are lettering-related or custom type. When I develop identities or brands for clients, I work with others to develop and move concepts along. Art is very much a part of my career.
Behance and Tumblr.
Another part of my profession is learning new skills and continuing to practice current skills. If I see something arts-related that interests me, I will pursue it for as long as I'm interested. As an example, I found the art of etegami several years ago. It interested me so much that I wanted to learn how to do it. Years later, it's one of those things that has 'stuck', though it's not something I continue to practice and develop. I also learned linoleum block cutting a few years ago after seeing some really great work. I found that it wasn't my thing, but the skills I picked up there directly informed other projects later in my career. It's important to learn new things, especially in design.
What inspired you to learn typeface design?
I have always noticed fonts. I didn't realize it was a weird thing until I was in high school, and then more so in college. My earliest font-related memory was in first or second grade. I was looking at the manual for a DOS computer game called "Red Rover" and the font they used was really hard to read. I asked my Dad why they made it look like that, rather than the actually legible text that was used in the manual for the computer itself.
As I got older, I was always paying attention to type. I created a family newsletter in middle school and spent as much time selecting fonts for the headlines and the body copy as I did on the actual stories about I wrote about my family. I actually thought I wanted to be a page layout designer but it wasn't until I finished college that I realized I was actually just into the fonts.
I did my Post-Graduate work in typeface design at the Cooper Union. It wasn't actually until I completed the Type@Cooper Condensed Typeface Design Program that I realized I see the font before I see the word. I also think that fonts are like voices -- the way your voice sounds is distinctive to you. People know I am Cole by the way my voice sounds and the way I talk. Fonts do that for written words.
How did you come to choose deathcare and wellness as your design specialties?
My specialties in deathcare and wellness came about from my yoga practice. I began practicing and studying yoga in 2006 and saw a huge need in the wellness world for design services and business help. A lot of yoga teachers and wellness professionals absolutely love what they do, but they ignore or pay little attention to the business side of things.
I began working with these clients because I understood what they did for a living, since I lived that lifestyle too. This gave me the ability to 'speak their language' and I was able to help them communicate their messages more clearly and make their lives a whole lot easier.
I pulled together a bunch of research on consumer behavior as it relates to death and saw a big problem the deathcare profession was facing....and then I saw a solution. The issue is simply communication, and the way I work to solve that problem is through design.
Needless to say, I felt it was important that I have inside experience in deathcare (after all, how valuable was I really to the deathcare profession without ever having worked a day in a funeral home?). So, I spent some time working and touring funeral homes, crematories and cemeteries (for both humans and animals).
Can you walk us through the type design process?
First, I will say that I have dozens of unfinished typefaces in my physical files and on my computer. I think I am like most people who work with type. You come up with an idea, work on it a bit and then it either 'sticks' or it doesn't. Most of the time it doesn't. Typeface design is TEDIOUS and would drive most people absolutely nuts.
If I'm working on a display face (like a handwriting font or special use font) I usually start on paper with a few letters, digitize them in the computer, and then build out the rest. The only difference is that you often work with fewer 'rules' when designing a special-use font.
Any recent or upcoming projects you'd like to share?
A recent project I'd like to share is YogaInternational.com. Yoga International has been around a long time and is heavily respected in the yoga and wellness world. They were a print magazine only for a couple decades and felt it imperative that they move the complete teachings of yoga online (along with all of their archives). They wanted people to be able to take yoga classes online, learn all about yoga philosophy online, read articles, listen to audio, get recipes......everything.
I worked with Yoga International on the creation of their website and brand. I made some adjustments to their logo to make it more readable on the screen, and after a few months of testing fonts I selected the typefaces used on the site. I spent hours and hours testing different font sizes and leading. The body text on that site is set in a very dark blue, which has a higher readability rate than black or grey text. I also designed the website and Victor, my husband, developed the tagline. This was a deeply rewarding project to work on. Since the site launched last summer they've had great success, and I am very proud of the work we did.
Otherwise, a few current projects include a complete identity for a new yoga company, complete design services for a pet funeral home, and 2 or 3 eBook projects in yoga and deathcare. I'm also in the middle of a rebrand for my own company, Doth Brands.
Do you have any other hobbies?
I do! I write about most of them on SimplicityEmbellished when I have time. I am really into what I call 'traditional crafting.' That refers to things like writing letters, calligraphy, crewel work and leatherwork. I also garden, am a big tea enthusiast, practice yoga and paint etegami.
Give us a little insight as to how you use JetPens products in your process.
For type design, I am currently using:
For my etegami artwork I use:
I also regularly use gel pens and a lot of fountain pens, with these being my top three favorites right now:
Ever wonder how artists use JetPens products? JetPens showcases artists every month and interviews them to see what their favorite JetPens tools are. Please send any suggestions for Artist Interviews to penpal(at)jetpens.com!
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