About TOTEM

TOTEM is a conceptual brand identity and custom display typography project built from historic main street streetscapes. It takes the hand-lettered theater marquees, vintage neon and storefront signage of old main streets and turns them into a system a modern brand can actually use — warm, nostalgic and full of character.

The project brings together a scalable digital font family, brand guidelines and a print collateral system — each piece drawn from the same lettering and signage references, so the identity feels consistent from a storefront sign to a printed poster.

What's Included:

• Custom display typography inspired by hand-lettered theater marquees

• A scalable digital font family

• Brand guidelines

• Print collateral system

• Vintage neon and storefront illustration

Built as a self-initiated concept, TOTEM explores how the charm of vintage storefronts can live on in a modern, flexible brand.