Sole Serif. Freight Sans.

A three-tier system: an Italian editorial serif for headlines, a Dutch humanist sans-serif for everything else. Two font families, each with a consistent role.

Three-Tier System

T1 — Headlines

sole-serif-titling-variable · Bold (700) · Mixed case

“We fill your schedule with high-value jobs.”

T2 — Subheads & UI

freight-sans-pro · Bold (700) · ALL CAPS · letter-spacing: 0.06em–0.08em

The Growth Partner for Underground Home Services

Our Services · Results · About · Get Started

T3 — Body Text

freight-sans-pro · Book (400) · Mixed case · Base size: 18px (1rem)

Most marketing agencies sell you disconnected services—a website here, some ads there. Our Growth System is different. Every layer feeds the next, so your marketing compounds over time. We don’t need to “learn your industry.” We live in it.

Tier Reference

Tier	Font	Weight	Case	Use
T1	Sole Serif Variable	Bold (700)	Mixed case	Headlines, titles, stats, pricing, quotes
T2	Freight Sans Pro	Bold (700)	ALL CAPS + tracking	Section labels, nav, buttons, card labels
T3	Freight Sans Pro	Book (400)	Mixed case	Body text, descriptions, captions

Heading Hierarchy

H1–H2 use Sole Serif (T1). H3–H6 use Freight Sans Bold uppercase (T2). Each level has distinct size, weight, and spacing.

H1 — clamp(2.4rem, 5vw, 3.8rem)

We Fill Your Schedule

H2 — clamp(1.5rem, 2.5vw, 2rem)

We Fill Your Schedule

H3 — 1.5rem

We Fill Your Schedule

H4 — 1rem

We Fill Your Schedule

Body Text Sizes

--font-size-medium (1.125rem) — Lead paragraphs

Marketing is the lifeblood of your business. Without it, tomorrow won’t be better than today.

--font-size-regular (1rem / 18px) — Standard body

Marketing is the lifeblood of your business. Without it, tomorrow won’t be better than today.

--font-size-small (0.875rem) — Captions, labels

Marketing is the lifeblood of your business. Without it, tomorrow won’t be better than today.

--font-size-tiny (0.75rem) — Legal, fine print

Marketing is the lifeblood of your business. Without it, tomorrow won’t be better than today.

Monospace

SF Mono

Self-hosted · Regular (400) + Semibold (600) · Code display and technical content

--color-bg-primary: var(--deeproot);

font-weight: 600 — semibold emphasis

Fallback Systems

When Adobe Fonts aren’t available, fall back to Google Fonts. When neither is available (Word, PowerPoint), use system fonts.

Brand Fonts

Sole Serif

Freight Sans Pro

Adobe Fonts

Google Fallback

Gelasio

Work Sans

Google Fonts

System Fallback

Georgia

Verdana

Word & PowerPoint

Typographic Standards

All Deep Roots content follows Butterick’s Practical Typography.

Body Text

18px (1rem) base on web. 10–12pt in print. Line spacing 120–145% of point size. Line length 45–90 characters. Set body text first, then worry about everything else.

Emphasis

Bold or italic—never both together. Use as little as possible. With sans-serif fonts, prefer bold over italic (italic sans barely registers). Never underline except for web links.

Characters

Curly quotes always (“ ” ‘ ’). One space between sentences. Proper em dashes (—), en dashes (–), and ellipses (…). Correct apostrophes. No straight quotes.

Headings & Caps

Max 2–3 heading levels. All caps only for short text (less than one line) with 5–12% extra letterspacing. Max 2 font families per document, each with a consistent role.

Font Loading

Source	Kit / Method	Fonts
Adobe Fonts	Kit ID: `tll8jge`	Sole Serif Variable, Freight Sans Pro
Self-hosted	`/assets/fonts/sf-mono/`	SF Mono Regular + Semibold
Google Fonts (fallback)	Standard embed	Gelasio, Work Sans
System (fallback)	CSS font stack	Georgia, Verdana