When an identity feels unsure of itself, the type is usually the first place it shows. The fix is almost always subtraction.
It is tempting to give every job its own typeface: one for headlines, one for body, one for quotes, one for buttons, a script for that one special moment. Each choice makes sense on its own. Together they make a brand that sounds like several people talking at once.
Two is usually enough
Most of the identities we build use two typefaces, and some use one. A display face does the shouting: headlines, posters, the lines people should read from across a room. A plain, patient text face does everything else. The contrast between them carries most of the personality.
Restraint forces better decisions. With only two faces, hierarchy has to come from size, weight, spacing and position. Those are the tools that make a page feel considered rather than decorated.
Test it at its worst
We judge a type system on the least glamorous thing it will ever set: a footer, a price list, a cookie notice. If it still looks like the brand there, it will look like the brand everywhere.
Choose fewer. Use them with conviction. Let the words do the rest.