By now you’ve probably noticed we’ve made a few changes around here. Last week we officially launched Typesettr’s new brand identity. The simple explanation why we decided to take on this ambitious (and colorful!) project is because, just like people, brands change and evolve.
So now that the dust has settled, we thought we’d take a minute to explain why we decided it was time for a change.
Why we did it
We used to be a company built exclusively for two types of people:
- We used to work behind the scenes, offering typesetting, layout and design services for academic players in the Netherlands who needed support with their clients dissertation designs.
- Students who were lacking the design expertise to design their dissertation in a way that reflected the quality of their research.
But change is in the air here at Typesettr and our strategy is evolving. Last year we acheived a lot behind the scenes design close to 300 dissertations. We also launched our Typesettr partner program, for academic partners and agency owners (really anyone who works with within the dissertation printing and publishing space) to offer advanced design solutions to their academic client base.
In 2023, we have ambitious plans to continue rolling out more advanced and personalised dissertation design services in other key European markets, starting with Belgium (coming very soon). So when we learned that our current (now former) look wasn’t resonating with our new target segments — and we came to the uncomfortable realization that our existing identity didn’t have that boost of horsepower brandpower to carry us down the uncharted trails we plan to travel this year. It’s hard to stand out when you look and sound just like everybody else.
At Typesettr, we are passionate about the idea that a handcrafted personal design is for everyone. And to ensure we’re not just inclusive talk but also inclusive walk — a fresh new look was in order to ensure everyone feels welcome.
And finally, if we’re being completely honest… we were getting pretty sick of not putting our best foot forward online.
How we did it
Back in the spring of last year, the entire team got together remotely (shoutout to Penny!) and spent a 60-minute all-hands meeting independently writing down words that we felt best describe Typesettr.
At the time of the exercise, there were 3 of us; 3 different nationalities zooming in from 3 different countries. As an added layer of complexity, some of us had been at Typesettr from the very beginning — the good old days of figuring it out as we went along. Others were so new we were still in our probation period. The majority? Somewhere in between.
Because of the diversity of the group, we were skeptical that any real patterns would emerge. So we were surprised… and delighted… when it became clear that despite our differences, all of us were on the same page when it comes to what makes Typesettr special.
Our new(-ly articulated) values: what we do and how we do it
We chose our values based on the three major themes that evolved out of our little post-it party. But these aren’t new values — because this is the core of who Typesettr has always been.
We are Big Hearted 💜
Brand speak
Inside the Netherlands cool beats a big heart. We’ve been there, we’ve seen it – so we take the side of those in need of a warm shoulder. We welcome everyone with kindness and tolerance. Listening is our superpower.
Fairness, loyalty and honesty fare well with us. Give and you’ll get.
IRL speak
Many of us were or still are — students. So our mission — to make designing a dissertation a magical experience — is one of the top reasons people come to work here. It’s also one of the main reasons people stay. (If you don’t believe us, go ahead and check out our new careers page.)
We love waking up every day and doing our part to design books that empower so many of you fiercely-driven academics to do what you love and live life on your terms. The old world of designing your thesis is gone for good. So as we plunge into an unknown future, know that we’ll be here to help you turn uncertainty into opportunity.
We are Mavericks ⚡
Brand speak
Hunger for a new future drives us. Another adventure, another experience, another bold idea. There’s always room for more on the journey. Forward and upwards, taking the path less traveled, but always leaving things better than they were.
IRL speak
We’ve seen first-hand how outdated academic design systems can be difficult to navigate which is the best dissertation design, printing and publishing partner to work with. We know that we are uniquely situated to serve as a buffer between academics looking to achieve personalised and professional thesis designs at a fair price. We want you to know that while we play by the governments’ rules, we’re firmly on the side of the underdog — and we relish any opportunity to disrupt the status quo.
We run like Clockwork ⏰
Brand speak
The big heart beats with a well-tuned brain and a relentless mind. Together we run like an intricate machine, in tune, in sync and in harmony – creating solutions that are most beautiful when they remain hidden.
IRL speak
Writing a dissertation is hard and the to-do list is always significantly longer than the hours in a day. So it’s super important for academics to save their precious time and energy for the things that actually matter (aka the things that will write your dissertation). We know you love Typesettr because we make the hard/boring parts of designing and publishing your thesis pretty close to painless. And we’re committed to continuing as long as you’ll have us.
Typesettr is all for go-getters
We know that this is a big change and not everyone is going to like it. But it’s important to remember that underneath all these big, bold changes — we are still the same Typesettr you know and love. And if anything, this bolder, brighter look is actually who we’ve been all along.
All the best,
Team Typesettr
