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In this article:See more ▼Post may contain affiliate links which give us commissions at no cost to you.Preppy fonts capture that quintessential East Coast elite vibe – think Nantucket summers, yacht clubs, and monogrammed everything. These typefaces embody the perfect balance of tradition and refinement that makes preppy design so timeless and aspirational. But here’s the thing: not all fonts can pull off that coveted preppy aesthetic. The best preppy fonts have a certain je ne sais quoi – they’re classic without being stuffy, elegant without being pretentious, and refined without being inaccessible. In this comprehensive guide, we’ll explore the most gorgeous preppy fonts that’ll have your designs looking like they belong in the pages of Town & Country magazine. So grab your pearls and let’s dive into this typographic treasure trove! 👋 Psst... Did you know you can get unlimited downloads of 59,000+ fonts and millions of other creative assets for just $16.95/mo? Learn more »The Preppiest Fonts That Define 2025 Let’s start with the crème de la crème – the fonts that truly embody that preppy spirit. I’ve curated this list based on their ability to channel that classic New England charm while remaining versatile enough for modern design needs. Gatsby Prelude Gatsby Prelude is an elegant and modern Art Deco font duo. It combines sans-serif characters with decorative elements, perfect for creating sophisticated designs with a touch of vintage glamour.Burtuqol Burtuqol is a vintage slab serif font that exudes a retro charm. Its bold, chunky serifs and aged appearance make it ideal for projects requiring a nostalgic or timeworn aesthetic.Gafler Gafler is a classy vintage serif font with decorative elements. It combines elegance with a touch of old-world charm, making it perfect for high-end branding and classic design projects.Get 300+ Fonts for FREEEnter your email to download our 100% free "Font Lover's Bundle". For commercial & personal use. No royalties. No fees. No attribution. 100% free to use anywhere. Kagnue Kagnue is a modern and classy serif font. It offers a fresh take on traditional serif typefaces, blending contemporary design with timeless elegance for versatile use in various design contexts.The Blendinroom The Blendinroom is a retro serif typeface featuring luxurious ligatures. Its vintage-inspired design and intricate details make it ideal for creating sophisticated, old-world aesthetics in design projects.MODER BULES MODER BULES is a playful sans-serif font with a fun, childlike appeal. Its quirky design makes it perfect for kids-oriented projects or Halloween-themed designs, adding a touch of whimsy to typography.Nickey Vintage Nickey Vintage is a decorative display font with a strong vintage flair. Its bold, eye-catching characters make it ideal for headlines, logos, and designs that require a striking retro aesthetic.Ladger Ladger is a casual script font that exudes luxury and elegance. Its flowing lines and graceful curves make it perfect for logo designs, high-end branding, and projects requiring a touch of sophistication.Hadnich Hadnich is a modern script font with a brush-like quality. Its versatile design makes it suitable for various applications, from signage to branding, offering a contemporary take on handwritten typography.Belly and Park Belly and Park is a condensed beauty classic font family featuring both serif and sans-serif styles. Its vintage-inspired design and narrow characters make it ideal for creating elegant, space-efficient layouts.Loubag Loubag is a modern retro font family encompassing sans-serif, serif, and decorative styles. Its bold, fashion-forward design makes it perfect for creating eye-catching headlines and trendy branding materials.Petter And Sons Petter And Sons is a romantic beauty script font with decorative elements. Its elegant, flowing design makes it ideal for wedding invitations, luxury branding, and projects requiring a touch of refined beauty.Preteoria Preteoria is a modern cursive font with a sleek, contemporary feel. Its smooth curves and clean lines make it versatile for various design applications, from branding to digital media projects.Delauney Delauney is an Art Deco-inspired sans-serif font that captures the essence of the roaring twenties. Its geometric shapes and sleek lines make it perfect for creating designs with a bold, metropolitan flair.Amadi Vintage Amadi Vintage is a chic and beautiful serif font with a timeless appeal. Its elegant design and vintage-inspired details make it ideal for creating sophisticated, classic-looking designs and branding materials.LEDERSON LEDERSON is a vintage-inspired shadow font. Its weathered look and strong character make it perfect for designs requiring an authentic, aged aesthetic.Fancyou Fancyou is a versatile serif font with alternate characters. Its elegant design and customizable options make it suitable for a wide range of projects, from formal invitations to modern branding materials.Catterpie Font Catterpie is a handwritten script font that mimics natural handlettering. Its fluid, signature-like style makes it perfect for creating personal, authentic-looking designs and branding materials.Jemmy Wonder Jemmy Wonder is a Victorian-inspired serif font with a strong vintage character. Its ornate details and old-world charm make it ideal for creating designs with a classic, nostalgic feel.Monthey Monthey is a bold, elegant vintage display serif font. Its chunky characters and 70s-inspired design make it perfect for creating eye-catching headlines and retro-themed branding materials.Madville Madville is a classy script font with a versatile design. Its elegant curves and smooth transitions make it suitable for a wide range of projects, from formal invitations to modern branding materials.Crowk Crowk is a luxury serif font with a timeless, elegant appeal. Its refined design and classic proportions make it ideal for high-end branding, editorial layouts, and sophisticated design projects.Peachy Fantasy Peachy Fantasy is an Art Nouveau-inspired display font with decorative elements. Its vintage charm and unique character make it perfect for creating eye-catching headlines and artistic design projects.Cormier Cormier is a decorative sans-serif font with a strong artistic flair. Its unique design and fashion-forward aesthetic make it ideal for creating bold, attention-grabbing headlines and branding materials.Syntage Syntage is a decorative modern luxury font with both serif and ornamental elements. Its retro-inspired design and luxurious details make it perfect for high-end branding and sophisticated design projects.Jeniffer Selfies Jeniffer Selfies is a retro-inspired bold font combining sans-serif and script styles. Its playful design and vintage feel make it ideal for creating nostalgic, fun-loving designs and branding materials.The Rilman The Rilman is a ligature-rich rounded sans-serif font with a 90s-inspired design. Its retro charm and smooth edges make it perfect for creating playful, nostalgic designs and branding materials.Milky Croffle Milky Croffle is a classic beauty elegant serif font. Its refined design and timeless appeal make it ideal for creating sophisticated layouts, high-end branding, and projects requiring a touch of traditional elegance. What Makes a Font Feel Preppy? You might be wondering what exactly gives a font that unmistakable preppy vibe. After years of working with typography, I’ve identified several key characteristics that define the preppy aesthetic: Classic Serif Structure: Most preppy fonts are serifs, drawing inspiration from traditional typography used in prestigious publications and academic institutions. These serifs aren’t just decorative – they’re a nod to centuries of refined typographic tradition. Elegant Proportions: Preppy fonts tend to have well-balanced letterforms with moderate contrast between thick and thin strokes. They’re neither too delicate nor too bold – just perfectly poised, like a well-tailored blazer. Timeless Appeal: The best preppy fonts don’t scream “trendy.” Instead, they whisper “timeless.” They’re the typography equivalent of a strand of pearls – always appropriate, never out of style. Sophisticated Details: Look for subtle refinements in letterforms – graceful curves, well-crafted terminals, and thoughtful spacing. These details separate truly preppy fonts from their more pedestrian cousins. Heritage Inspiration: Many preppy fonts draw inspiration from historical typefaces used by Ivy League universities, prestigious publishing houses, and old-money families. This connection to tradition is what gives them their authentic preppy pedigree. Where to Use Preppy Fonts (And Where Not To) Preppy fonts aren’t one-size-fits-all solutions, but when used appropriately, they’re absolutely magical. Here’s where they shine brightest: Wedding Invitations: Nothing says “elegant affair” quite like a beautifully chosen preppy serif. These fonts are perfect for formal invitations, save-the-dates, and wedding stationery that needs to feel sophisticated and timeless. Luxury Branding: Brands targeting affluent audiences or positioning themselves as premium often benefit from preppy typography. Think boutique hotels, high-end fashion, or artisanal goods. Editorial Design: Magazines, newsletters, and publications focusing on lifestyle, fashion, or culture can leverage preppy fonts to establish credibility and sophistication. Corporate Identity: Professional services, law firms, financial institutions, and consulting companies often choose preppy fonts to convey trustworthiness and establishment credibility. Academic Materials: Universities, prep schools, and educational institutions naturally gravitate toward preppy typography that reflects their traditional values and heritage. However, preppy fonts might not be the best choice for: Tech Startups: The traditional nature of preppy fonts can feel at odds with innovation and disruption. Modern sans serifs usually work better for tech companies. Children’s Brands: While elegant, preppy fonts might feel too formal for products targeting young children. Playful, rounded fonts are typically more appropriate. Casual Brands: If your brand personality is laid-back and approachable, overly formal preppy fonts might create distance between you and your audience. How to Choose the Perfect Preppy Font Selecting the right preppy font requires careful consideration of several factors. Here’s my tried-and-true process: Consider Your Audience: Are you designing for actual prep school alumni, or are you trying to capture that aspirational preppy aesthetic for a broader audience? Your target demographic should influence how traditional or accessible your font choice is. Evaluate the Context: A wedding invitation can handle more ornate details than a business card. Consider where your text will appear and how much personality the context can support. Test Readability: Preppy doesn’t mean hard to read. Always test your chosen font at various sizes to ensure it remains legible. Your typography should enhance communication, not hinder it. Think About Pairing: Will you be using this font alone or pairing it with others? Consider how your preppy serif will work alongside sans serifs for body text or script fonts for accents. Consider Your Medium: Some preppy fonts work beautifully in print but struggle on screens. Others are optimized for digital use but lose their charm in print. Choose accordingly. Pairing Preppy Fonts Like a Pro The magic of preppy typography often lies in thoughtful font pairing. Here are some winning combinations that never fail: Classic Serif + Clean Sans Serif: Pair your preppy serif headline font with a crisp, readable sans serif for body text. This creates hierarchy while maintaining sophistication. Traditional Serif + Script Accent: Use a refined script font sparingly for special elements like signatures or decorative text, balanced by a solid preppy serif for main content. Serif + Serif Variation: Sometimes pairing two serifs from the same family – perhaps a regular weight for body text and a bold condensed version for headlines – creates beautiful, cohesive designs. Remember, less is often more with preppy design. Stick to two or three fonts maximum, and let the inherent elegance of your chosen typefaces do the heavy lifting. The Psychology Behind Preppy Typography Understanding why preppy fonts work so well psychologically can help you use them more effectively. These typefaces tap into powerful associations: Trust and Reliability: The traditional nature of preppy fonts suggests stability and permanence. When people see these fonts, they subconsciously associate them with established institutions and time-tested values. Sophistication and Education: Preppy fonts are reminiscent of academic institutions and intellectual pursuits. They suggest refinement, education, and cultural awareness. Exclusivity and Status: Let’s be honest – part of the preppy aesthetic’s appeal is its association with privilege and exclusivity. These fonts can make designs feel more premium and aspirational. Quality and Craftsmanship: The careful attention to typographic detail in preppy fonts suggests similar attention to quality in whatever they’re representing. Modern Takes on Classic Preppy Style While preppy fonts are rooted in tradition, the best designers know how to give them contemporary flair. Here are some ways to modernize preppy typography: Unexpected Color Palettes: Pair traditional preppy fonts with modern colors. Think sage green and cream instead of navy and white, or soft blush tones for a fresh take. Generous White Space: Give your preppy fonts room to breathe with plenty of white space. This modern approach to layout keeps traditional fonts feeling fresh and uncluttered. Mixed Media Integration: Combine preppy typography with photography, illustrations, or graphic elements for a more contemporary feel while maintaining that sophisticated foundation. Strategic Contrast: Pair your refined preppy fonts with unexpected elements – maybe a bold geometric shape or modern photography – to create dynamic tension. Preppy Font Alternatives for Every Budget Not every preppy project has a premium font budget, and that’s okay! Here are some strategies for achieving that coveted preppy look without breaking the bank: Google Fonts Gems: Fonts like Playfair Display, Crimson Text, and Libre Baskerville offer sophisticated serif options that can work beautifully for preppy designs. Font Pairing Magic: Sometimes combining two free fonts thoughtfully can create a more expensive-looking result than using a single premium font poorly. Focus on Execution: A free font used with excellent spacing, hierarchy, and layout will always look better than an expensive font used carelessly. Common Preppy Font Mistakes to Avoid Even with the perfect preppy font, poor execution can ruin the effect. Here are the most common mistakes I see designers make: Overdoing the Decoration: Just because a font has elegant details doesn’t mean you need to add more flourishes. Let the typeface’s inherent sophistication speak for itself. Ignoring Hierarchy: Preppy design relies on clear, elegant hierarchy. Don’t make everything the same size or weight – create visual flow through thoughtful typography scaling. Poor Spacing: Cramped text kills the elegant feel of preppy fonts. Give your typography generous leading and appropriate margins. Wrong Context: Using an ultra-formal preppy font for a casual pizza restaurant’s menu will feel jarring and inappropriate. Match your font choice to your content and audience. The Future of Preppy Typography As we look ahead in 2025, preppy fonts continue to evolve while maintaining their classic appeal. We’re seeing interesting trends emerge: Variable Font Technology: Modern preppy fonts are increasingly available as variable fonts, allowing designers to fine-tune weight, width, and optical size for perfect customization. Screen Optimization: Classic preppy fonts are being redrawn and optimized for digital screens without losing their traditional charm. Inclusive Preppy: Designers are expanding the preppy aesthetic beyond its traditional boundaries, creating fonts that maintain sophistication while feeling more accessible and diverse. Sustainable Design: The timeless nature of preppy fonts aligns perfectly with sustainable design principles – these typefaces won’t look dated next year, making them environmentally responsible choices. Conclusion: Embracing Timeless Elegance Preppy fonts represent more than just letterforms – they’re a gateway to timeless elegance and sophisticated communication. Whether you’re designing wedding invitations for a Martha’s Vineyard ceremony or creating brand identity for a boutique law firm, the right preppy font can elevate your work from merely professional to genuinely distinguished. The beauty of preppy typography lies in its ability to feel both traditional and fresh, formal yet approachable. These fonts have stood the test of time because they tap into something fundamental about how we perceive quality, tradition, and sophistication. As you explore the world of preppy fonts, remember that the best typography choices support your message rather than overshadowing it. Choose fonts that enhance your content’s inherent qualities and speak to your audience’s aspirations and values. So whether you’re channeling that old-money aesthetic or simply want to add a touch of refined elegance to your designs, preppy fonts offer a wealth of possibilities. After all, good typography, like good manners, never goes out of style.

Published June 15, 2025 10:00am EDT close IPhone users instructed to take immediate action to avoid data breach: 'Urgent threat' Kurt 'The CyberGuy' Knutsson discusses Elon Musk's possible priorities as he exits his role with the White House and explains the urgent warning for iPhone users to update devices after a 'massive security gap.' NEWYou can now listen to Fox News articles! In the past decade, healthcare data has become one of the most sought-after targets in cybercrime. From insurers to clinics, every player in the ecosystem handles some form of sensitive information. However, breaches do not always originate from hospitals or health apps. Increasingly, patient data is managed by third-party vendors offering digital services such as scheduling, billing and marketing. One such breach at a digital marketing agency serving dental practices recently exposed approximately 2.7 million patient profiles and more than 8.8 million appointment records.Sign up for my FREE CyberGuy ReportGet my best tech tips, urgent security alerts, and exclusive deals delivered straight to your inbox. Plus, you’ll get instant access to my Ultimate Scam Survival Guide — free when you join. Illustration of a hacker at work   (Kurt "CyberGuy" Knutsson)Massive healthcare data leak exposes millions: What you need to knowCybernews researchers have discovered a misconfigured MongoDB database exposing 2.7 million patient profiles and 8.8 million appointment records. The database was publicly accessible online, unprotected by passwords or authentication protocols. Anyone with basic knowledge of database scanning tools could have accessed it.The exposed data included names, birthdates, addresses, emails, phone numbers, gender, chart IDs, language preferences and billing classifications. Appointment records also contained metadata such as timestamps and institutional identifiers.MASSIVE DATA BREACH EXPOSES 184 MILLION PASSWORDS AND LOGINSClues within the data structure point toward Gargle, a Utah-based company that builds websites and offers marketing tools for dental practices. While not a confirmed source, several internal references and system details suggest a strong connection. Gargle provides appointment scheduling, form submission and patient communication services. These functions require access to patient information, making the firm a likely link in the exposure.After the issue was reported, the database was secured. The duration of the exposure remains unknown, and there is no public evidence indicating whether the data was downloaded by malicious actors before being locked down.We reached out to Gargle for a comment but did not hear back before our deadline. A healthcare professional viewing heath data      (Kurt "CyberGuy" Knutsson)How healthcare data breaches lead to identity theft and insurance fraudThe exposed data presents a broad risk profile. On its own, a phone number or billing record might seem limited in scope. Combined, however, the dataset forms a complete profile that could be exploited for identity theft, insurance fraud and targeted phishing campaigns.Medical identity theft allows attackers to impersonate patients and access services under a false identity. Victims often remain unaware until significant damage is done, ranging from incorrect medical records to unpaid bills in their names. The leak also opens the door to insurance fraud, with actors using institutional references and chart data to submit false claims.This type of breach raises questions about compliance with the Health Insurance Portability and Accountability Act, which mandates strong security protections for entities handling patient data. Although Gargle is not a healthcare provider, its access to patient-facing infrastructure could place it under the scope of that regulation as a business associate. A healthcare professional working on a laptop   (Kurt "CyberGuy" Knutsson)5 ways you can stay safe from healthcare data breachesIf your information was part of the healthcare breach or any similar one, it’s worth taking a few steps to protect yourself.1. Consider identity theft protection services: Since the healthcare data breach exposed personal and financial information, it’s crucial to stay proactive against identity theft. Identity theft protection services offer continuous monitoring of your credit reports, Social Security number and even the dark web to detect if your information is being misused. These services send you real-time alerts about suspicious activity, such as new credit inquiries or attempts to open accounts in your name, helping you act quickly before serious damage occurs. Beyond monitoring, many identity theft protection companies provide dedicated recovery specialists who assist you in resolving fraud issues, disputing unauthorized charges and restoring your identity if it’s compromised. See my tips and best picks on how to protect yourself from identity theft.2. Use personal data removal services: The healthcare data breach leaks loads of information about you, and all this could end up in the public domain, which essentially gives anyone an opportunity to scam you.  One proactive step is to consider personal data removal services, which specialize in continuously monitoring and removing your information from various online databases and websites. While no service promises to remove all your data from the internet, having a removal service is great if you want to constantly monitor and automate the process of removing your information from hundreds of sites continuously over a longer period of time. Check out my top picks for data removal services here. GET FOX BUSINESS ON THE GO BY CLICKING HEREGet a free scan to find out if your personal information is already out on the web3. Have strong antivirus software: Hackers have people’s email addresses and full names, which makes it easy for them to send you a phishing link that installs malware and steals all your data. These messages are socially engineered to catch them, and catching them is nearly impossible if you’re not careful. However, you’re not without defenses.The best way to safeguard yourself from malicious links that install malware, potentially accessing your private information, is to have strong antivirus software installed on all your devices. This protection can also alert you to phishing emails and ransomware scams, keeping your personal information and digital assets safe. Get my picks for the best 2025 antivirus protection winners for your Windows, Mac, Android and iOS devices.4. Enable two-factor authentication: While passwords weren’t part of the data breach, you still need to enable two-factor authentication (2FA). It gives you an extra layer of security on all your important accounts, including email, banking and social media. 2FA requires you to provide a second piece of information, such as a code sent to your phone, in addition to your password when logging in. This makes it significantly harder for hackers to access your accounts, even if they have your password. Enabling 2FA can greatly reduce the risk of unauthorized access and protect your sensitive data.5. Be wary of mailbox communications: Bad actors may also try to scam you through snail mail. The data leak gives them access to your address. They may impersonate people or brands you know and use themes that require urgent attention, such as missed deliveries, account suspensions and security alerts. Kurt’s key takeawayIf nothing else, this latest leak shows just how poorly patient data is being handled today. More and more, non-medical vendors are getting access to sensitive information without facing the same rules or oversight as hospitals and clinics. These third-party services are now a regular part of how patients book appointments, pay bills or fill out forms. But when something goes wrong, the fallout is just as serious. Even though the database was taken offline, the bigger problem hasn't gone away. Your data is only as safe as the least careful company that gets access to it.CLICK HERE TO GET THE FOX NEWS APPDo you think healthcare companies are investing enough in their cybersecurity infrastructure? Let us know by writing us at Cyberguy.com/ContactFor more of my tech tips and security alerts, subscribe to my free CyberGuy Report Newsletter by heading to Cyberguy.com/NewsletterAsk Kurt a question or let us know what stories you'd like us to coverFollow Kurt on his social channelsAnswers to the most asked CyberGuy questions:New from Kurt:Copyright 2025 CyberGuy.com.  All rights reserved.   Kurt "CyberGuy" Knutsson is an award-winning tech journalist who has a deep love of technology, gear and gadgets that make life better with his contributions for Fox News & FOX Business beginning mornings on "FOX & Friends." Got a tech question? Get Kurt’s free CyberGuy Newsletter, share your voice, a story idea or comment at CyberGuy.com.

While we’ve had plenty of superhero games come out over the past decade and a half (and I’m always down for more), most have either been open-world adventures or fighting games. I’m as excited as anyone for the upcoming Marvel Tōkon and Invincible VS, but I’m also ready for a little something different. That’s where Dispatch from AdHoc Studio comes in. Dispatch is a game made for people who enjoy watching a rerun of The Office as a palate cleanser after the bloody battles of Invincible. So, me. You’re cast as Robert Robertson, the former superhero known as Mecha Man. He has to step away from frontline superheroics as the mech suit he relied on was destroyed in battle. Needing a job, he starts work at a dispatch center for superheroes, and the demo takes you through a small, 30-minute chunk of his first day. You’ll notice Dispatch’s crude humor early on. The first thing you can do in Dispatch is give a colleague a “bro fist” at a urinal, and the juvenile jokes don’t stop there. Middle school boys are going to love it, though I’d be lying if I said a few of the jokes didn’t get chuckles from me. Another of Robertson’s co-workers, who also used to be a superhero until his powers caused him to rapidly age, introduces Robertson’s team of misfit heroes, though that term should be used loosely. He notes they’re a “motley crew of dangerous fuck-ups” as Robertson examines their files, each with a mugshot and rapsheet. Robertson isn’t in charge of the Avengers — he’s leading a D-List Suicide Squad. The cast, however, is full of A-listers: Laura Bailey, Matthew Mercer, Aaron Paul, and Jeffrey Wright are among those lending their voices to Dispatch. Much like The Boys, Dispatch plays with the idea of the corporatization of superheroes (though without the satire of and parallels to modern-day politics). These heroes aren’t a lone Spider-Man swinging through Manhattan on patrol — they’re employees waiting for an assignment. Gameplay consists of matching the right (or perhaps “good enough”) hero to the job. Some assignments I saw in the demo included breaking up a robbery, catching a 12-year-old thief, and grabbing a kid’s balloon from a tree while also making sure the kid didn’t cry. Seeing as how one of your misfits is a literal bat man and another looks like a tiefling, you have to choose wisely. The real draw of Dispatch for me isn’t the point-and-click assignment gameplay, but rather the choice-based dialogue. It’s developed by AdHoc Studio, which was formed in 2018 by former developers who had worked on Telltale titles like The Wolf Among Us, The Walking Dead, and Tales from the Borderlands, and you can easily see the throughline from those titles to Dispatch. At various points, you have a limited time to select Robertson’s dialogue, and occasionally a pop-up saying a character “will remember that” appears. How much Robertson’s choices actually have consequences or influence his relationships with others remains to be seen, though I have no doubt those choices will be fun to make. After its reveal at The Game Awards six months ago, Dispatch will be coming to Windows PC and unspecified consoles sometime this year. You can check out its demo now on Steam.

How to Train Your Dragon - Limited Edition Steelbook (4K Blu-ray) $40 at Amazon | $47 at Walmart Preorder at Amazon Preorder at Walmart See all editions at Amazon The live-action remake of How to Train Your Dragon hits theaters this weekend, but fans can already start thinking about adding it to their media shelves. Preorders for the remake and a two-movie collection with the original animated hit are live now at major retailers. Big fans will want to check out the eye-catching Limited Edition Steelbook on 4K Blu-ray, which is available to preorder for $40 at Amazon and comes with a collectible medallion inside the case. We'll update this story when a release date and details about special features are announced. Here's a list of the seven editions of How to Train Your Dragon available to preorder at Amazon and Walmart. Continue Reading at GameSpot

12 June, 2025 In our turning points series, design studios share some of the key moments that shaped their business. This week, we meet Accept & Proceed. Accept & Proceed is a London based brand and design studio that works with clients like NASA, Nike and LEGO. Founder David Johnston talks us through some of the decisions that defined his business. In 2006, Johnston took the leap to start his own business, armed with a good name and a willingness to bend the truth about his team… I’d gone through my career learning from big organisations, and one small organisation, and I felt like I wasn’t happy where I was. It was my dad who encouraged me to take a leap of faith and try and go it alone. With nothing more than a month’s wages in the bank and a lot of energy, I decided to go and set up an agency. That really just means giving yourself a name and starting to promote yourself in the world. Accept & Proceed founder David Johnston I think the name itself is a very important thing. I wanted something that was memorable but also layered in meaning. A name that starts with an “a” is very beneficial when you’re being listed in the index of books and things like that. But it became a bit of a compass for the way that we wanted to create work, around accepting the status quo for what it is, but with a continual commitment to proceed nonetheless. Because I didn’t have anyone to work with, in those early months I just made up email addresses of people that didn’t exist. That allowed me to cost projects up for multiple people. That’s obviously a degree of hustle I wouldn’t encourage in everyone, but it meant I was able to charge multiple day rates for projects where I was playing the role of four or five people. Self-initiated projects have long been part of the studio’s DNA and played a key role in building key client relationships. A&P by… was a brief to explore these letterforms without any commercial intent apart from the joy of creative expression. I started reaching out to illustrators and artists and photographers and designers that I really rated, and the things that started coming back were incredible. I was overwhelmed by the amount of energy and passion that people like Mr Bingo and Jason Evans were bringing to this. I think in so many ways, the answer to everything is community. I’ve gone on to work with a lot of the people that created these, and they also became friends. It was an early example of dissolving these illusionary boundaries around what an agency might be, but also expanding and amplifying your potential. The first of Accept & Proceed’s Light Calendars Then in 2006, I was trying to establish our portfolio and I wanted something to send out into the world that would also be an example of how Accept & Proceed thinks about design. I landed on these data visualisations that show the amount of light and darkness that would happen in London in the year ahead. I worked with a freelance designer called Stephen Heath on the first one – he is now our creative director. This kickstarted a 10-year exploration, and they became a rite of passage for new designers that came into the studio, to take that very similar data and express it in completely new ways. It culminated in an exhibition in London in 2016, showing ten years’ of prints. They were a labour of love, but they also meant that every single year we had a number of prints that we could send out to new potential contacts. Still when I go to the global headquarters of Nike in Beaverton in Portland, I’m amazed at how many of these sit in leaders’ offices there. When we first got a finance director, they couldn’t believe how much we’d invested as a business in things like this – we even had our own gallery for a while. It doesn’t make sense from a purely numbers mindset, but if you put things out there for authentic reasons, there are ripple effects over time. In 2017, the studio became a B-corp, the fourth creative agency in the UK to get this accreditation. Around 2016, I couldn’t help but look around – as we probably all have at varying points over the last 10 years – and wondered, what the fuck is going on? All these systems are not fit for purpose for the future – financial systems, food systems, relationship systems, energy systems. They’re not working. And I was like shit, are we part of the problem? Accept & Proceed’s work for the NASA Jet Propulsion Laboratory I’ve always thought of brand as a piece of technology that can fundamentally change our actions and the world around us. That comes with a huge responsibility. We probably paid four months’ wages of two people full-time just to get accredited, so it’s quite a high bar. But I like that the programme shackles you to this idea of improvement. You can’t rest on your laurels if you want to be re-accredited. It’s like the way design works as an iterative process – you have to keep getting better. In 2019, Johnston and his team started thinking seriously about the studio’s own brand, and created a punchy, nuanced new positioning. We got to a point where we’d proven we could help brands achieve their commercial aims. But we wanted to hold a position ourselves, not just be a conduit between a brand and its audience. It still amazes me that so few agencies actually stand for anything. We realised that all the things – vision, mission, principles – that we’ve been creating for brands for years, we hadn’t done for ourselves. It’s a bit like when you see a hairdresser with a really dodgy haircut. But it’s hard to cut your own hair. So we went through that process, which was really difficult, and we landed on “Design for the future” as our promise to the world. And if you’re going to have that as a promise, you better be able to describe the world you’re creating through your work, which we call “the together world.” Accept & Proceed’s work for Second Sea We stand at this most incredible moment in history where the latest technology and science is catching up with ancient wisdom, to know that we must become more entangled, more together, more whole. And we’ve assessed five global shifts that are happening in order to be able to take us towards a more together world through our work – interbeing, reciprocity, healing, resilience and liberation. The year before last, we lost three global rebrand projects based on our positioning. Every one of them said to me, “You’re right but we’re not ready.” But this year, I think the product market fit of what we’ve been saying for the last five years is really starting to mesh. We’re working with Arc’teryx on their 2030 landscape, evolving Nike’s move to zero, and working with LEGO on what their next 100 years might look like, which is mind-boggling work. I don’t think we could have won any of those opportunities had we not been talking for quite a long time about design for the future. In 2023, Johnston started a sunrise gathering on Hackney Marshes, which became a very significant part of his life. I had the flu and I had a vision in my dreamy fluey state of a particular spot on Hackney Marshes where people were gathering and watching the sunrise. I happened to tell my friend, the poet Thomas Sharp this, and he said, “That’s a premonition. You have to make it happen.” The first year there were five of us – this year there were 300 people for the spring equinox in March. I don’t fully know what these gatherings will lead to. Will Accept & Proceed start to introduce the seasons to the way we operate as a business? It’s a thought I’ve had percolating, but I don’t know. Will it be something else? One of the 2024 sunrise gatherings organised by Accept & Proceed founder David Johnston I do know that there’s major learnings around authentic community building for brands. We should do away with these buckets we put people into, of age group and location. They aren’t very true. It’s fascinating to see the breadth of people who come to these gatherings. Me and Laura were thinking at some point of moving out of London, but I think these sunrise gatherings are now my reason to stay. It’s the thing I didn’t know I needed until I had it. They have made London complete for me. There’s something so ancient about watching our star rise, and the reminder that we are actually just animals crawling upon the surface of a planet of mud. That’s what’s real. But it can be hard to remember that when you’re sitting at your computer in the studio. These gatherings help me better understand creativity’s true potential, for brands, for the world, and for us. Design disciplines in this article Brands in this article What to read next Features Turning Points: Cultural branding agency EDIT Brand Identity 20 Nov, 2024