In this case, the text is the 1920 essay “The Qualities of Design” by Harry Lawrence Gage, which discusses harmony, balance, and shape. The text is set in Adobe Caslon Pro, and is broken up by large uses of Fit for display. Graphik is used for all of the captions.
Kedich mixes Fit’s different widths, and often set it so large that it goes outside of the viewport. Many titles start off with whitespaces obscured, and the word is revealed only as the page is scrolled. Along with simple black and white illustrations, these large titles break up the text, change its pace, and punctuate key concepts.