Great read! We’re big believers in starting with Purpose on any business endeavor — followed by Customers/Audience. Really cool to see how you applied that specifically to typography.
I had a fun time thinking through typeface selections for a personal project I put together just this past week. Trying to capture the right meaning and feel for juggling environmental and activism components:
Also, one more nice pairing resource for Google fonts that we’ve used in the past (credit to Phoebe E):