A helpful space for hopeful dads
We designed the brand identity for The New Fatherhood, now Substack’s #1 weekly newsletter on modern fatherhood. After creator Kevin Maguire departed a high-demand, ladder-climbing gig for independent work and more flexibility for his family, he sought to foster a space providing a more open and honest conversation amongst a community of dads trying to be a little bit better.
Identity
The monochromatic logo and type elements channel his earnest and editorial ambitions, building with colorful backgrounds, illustration, storytelling, and disarming anecdotal content and conversation for his 25,000+ subscribers.
Credits
[CURRENT]/[TOTAL]
Illustration
We created proprietary illustrations and art direction for the brand, merch, and editorials to channel the wit and irony of his own personal narratives and those of his contributors. Strong black outlines inspired by the serif’s calligraphic contrast frame the soft, earthy and dreamy brand colors.
A Spiritual Patchwork Quilt, 1/2
A Spiritual Patchwork Quilt, 2/2
The Day I Let My Daughter Be Baptized
Imperfect Parenting
A Spiritual Patchwork Quilt, 1/2
A Spiritual Patchwork Quilt, 2/2
The Day I Let My Daughter Be Baptized
Imperfect Parenting
Credits
[CURRENT]/[TOTAL]
Like one big group text with other guys fumbling their way through fatherhood.”
Community
The brand has continued to connect a community of 25,000+ across personal, digital and urban spaces and meet-ups as the newsletter base and body of work grows. Catch up on the conversation, join the chat, or find the new book, published by Hachette Book Group this Spring 2026.
SELMAN TEAM
Christopher Schroeder
HanJoon Kim
John Paul Chirdon
Johnny Selman
CLIENT TEAM
Kevin Maguire