It’s all about that opposites-attract attitude.
There are two types of graphic design out there. One that’s rational, information-driven; the other intuitive, emotional, human. Some designers pick a camp, most balance the two, few, however, fully embody both.
Hoffmann is one of the few. A lover of the Swiss school of thought, she produces lucid and logical designs. However, she goes beyond, pushing in the opposite direction. By infusing her own perceptive artistry, she prompts us to read between the lines.
As an explorer of visual futures, she offers an interesting take. Hoffmann’s fonts expound rationalism, but simultaneously embrace complex emotions. When put into words, the result is soul-stirring: a more empathetic and constructive way forward.