Project Information

Godwit Family is a geometric sans serif typeface derived from the main objective of Traveloka's newer brand refreshment, maintaining a few key aspects such as inclusive yet unique, aspirational yet approachable, and energetic yet credible throughout Godwit Family. To name a few of Godwit's characteristics, they have an over-exaggerated upper/lower-half proportion on several letters as well as a cut-out tip of the crotch on letters like 'W' and 'M'.

All of this is done in a sophisticated way and systematized throughout the Godwit sub-family to further accompany Traveloka's newer brand refreshment. The sub-family comes in Display, Text, and Thai, diversifying purposes and serving itself all together, hence Godwit Family is split into three sub-family categories.

In Godwit Display, the main aspects and uniqueness stays the same and are put into point-specific display type usage (OOH, Decks, and Headlines sizes). The text family still has its Godwit Family uniqueness but has been fine-tuned and modified into point-specific text type usage (body copies, longforms, and minuscule sizes). The Thai family's design cues came directly from the text family and broadened the typeface's scriptual capabilities supporting Thai-script, hence expanding Godwit Family's SEA biscriptual capabilities.

Additional Information

Project

Traveloka

Agency

Traveloka Creative Lab

Styles

2 Family - 18 Styles, Display & Text

Scope of Work

Custom Typefaces

Background

As a part of brand refreshment, Traveloka aimed to blend the inclusivity and distinctiveness in visual identity, yet aspirational but approachable, and a vibrancy of trust. To support this vision, the Godwit family was introduced as a custom geometric sans serif typeface—designed to reflect these values across all communication platforms.

Brief

The goal was to design a versatile type family that could serve the wide-ranging needs of Traveloka’s brand—from bold headlines to detailed body text—while maintaining a consistent and recognizable character. Godwit needed to strike a delicate balance between modernity and warmth, offering a unique visual voice without sacrificing functionality or clarity. The design would need to extend across multiple sub-families, ensuring consistency in Latin and Thai scripts and across a variety of uses, from digital screens to out-of-home advertising.

Delivery

Godwit Family was developed as a systematized, sophisticated type family built around key distinctive features. The exaggerated upper and lower proportions in certain letters, combined with unique cut-out tips in forms like 'W' and 'M,' give Godwit a memorable and energetic personality without overwhelming the reading experience. These subtle details were consistently applied across the family, ensuring a coherent visual tone at every touchpoint.

The family is divided into three sub-categories: Godwit Display, Godwit Text, and Godwit Thai. Godwit Display retains the distinctiveness of the family and is optimized for large formats such as outdoor advertising, presentation decks, and headlines. Godwit Text adapts the same visual DNA but is fine-tuned for readability at smaller sizes, making it suitable for body copy, editorial content, and user interfaces. Expanding Traveloka’s linguistic capabilities, Godwit Thai was designed with direct reference to the Text sub-family, creating a seamless extension into Thai-script environments and reinforcing Traveloka’s presence across Southeast Asia.

The result is a dynamic, biscriptual type system that supports Traveloka’s refreshed identity—making the brand feel more unified, accessible, and confidently modern across every communication channel.

Item 1 of 6

Related Projects

Gopay

BackgroundAs one of Indonesia’s most widely used digital payment services, Gopay sought to evolve its visual identity to match its expanding role in everyday life. To achieve a deeper level of brand coherence and flexibility, Gopay introduced Rupa Sans and Rupa Serif, a pair of custom typefaces designed to bring a richer typographic voice to the brand’s communication. These typefaces were created to strengthen Gopay’s presence across digital, print, and environmental platforms, while staying true to the brand’s approachable and contemporary spirit.BriefThe task was to create a type system that offered both versatility and character. Gopay needed a sans-serif and a serif that could work individually or together, providing visual harmony across a broad range of applications. The design had to reflect a modern aesthetic while maintaining a human touch, connecting the brand to its audience with authenticity and warmth. The inspiration drew heavily from the twists and subtleties found in vernacular typographic traditions, aiming to create fonts that felt fresh and forward-looking without losing a sense of cultural continuity.DeliveryRupa Sans and Rupa Serif were developed as a sophisticated dual-font family, offering a complete typographic toolkit for Gopay’s growing ecosystem. Rupa Sans embodies a clean, modern structure with subtle details that reference traditional letterforms, ensuring it remains accessible and friendly. Rupa Serif, while more expressive, is crafted with the same underlying principles, blending classic serif influences with contemporary proportions to create a seamless pairing.The result is a system that allows Gopay to move fluidly between different tones of voice—from casual and direct to elegant and formal—without breaking visual consistency. The relationship between the two typefaces captures a unique balance: modern forms layered with nuanced echoes of the past. Across the Gopay design system, Rupa Sans and Rupa Serif work together to reinforce the brand’s identity as dynamic, trustworthy, and culturally grounded, ready to serve users at every level of interaction.

Jenius Think Unthinkable

BackgroundJenius, Indonesia’s leading digital banking platform, launched the Think Unthinkable campaign as a bold invitation for users to challenge conventions and reimagine what banking could be. To support this campaign, Jenius collaborated with Animal3 Agency and Tokotype to develop a new custom typeface, Jenius Serif, designed to complement the existing Jenius Sans and expand the brand’s expressive range.BriefThe project called for a modern classic serif that could balance sophistication with contemporary relevance. Jenius Serif needed to provide a visual contrast to the sharp, clean forms of Jenius Sans, while still feeling like a natural extension of the brand. The typeface had to embody the spirit of the Think Unthinkable campaign—forward-thinking, confident, and refined—while maintaining the clarity and functionality essential for digital and printed communication. It was important that the serif felt fresh and elegant without appearing old-fashioned or overly formal.DeliveryJenius Serif was designed as a modern interpretation of classic serif traditions, updated with subtle contemporary details to match today’s visual language. Its soft edges and carefully proportioned forms provide a warm counterpoint to the sharper, more geometric style of Jenius Sans, creating a harmonious relationship between the two typefaces when used together.With a design that blends timeless elegance and modern sharpness, Jenius Serif allows the brand to deliver sophisticated messages without sacrificing approachability. Its use throughout the Think Unthinkable campaign demonstrated its versatility—strong enough for impactful headlines, refined enough for editorial content, and adaptable enough to carry the campaign’s core message across multiple platforms.More than just a supporting asset, Jenius Serif plays an essential role in expanding the emotional and visual vocabulary of the Jenius brand, reinforcing its mission to think differently, act boldly, and lead with innovation.

Have a project for custom fonts in mind?

Tell us about your project. We’ll respond within 24 hours.