Weapon of Choice Type Foundry
A typographic startup born from a genuine obsession with type — Weapon of Choice was a boutique foundry offering bespoke fonts for a niche clientele of custom commissions and retail licensing. As founding partner and creative director, I designed the website, developed half of the typefaces in the library, managed payments, maintained the site, and handled promotion. In its first year profits scaled 500%, earning a Type Directors Club recognition for best website. Building something from nothing — business structure, creative output, and client development — demands a different kind of rigor than client work.