Insight
It all begins with a quesition
In a constantly changing environment, what truly sustains us may be a sincere commitment to exploring what lies at the core. Under the theme “Those Who Question,” the 2025 Sandoll Saisiot: Type Conference brought together a wide range of explorers. Though their methods differed, the event made one thing clear: every meaningful piece of work begins with inquiry. Today, we’d like to share the story of [Saisiot 2025], held on October 18 this year.
Sandoll believes in a world where anyone can express themselves freely, and actively supports the spirit of inquiry among creators. [Saisiot 2025] was planned as an extension of that belief. The theme “Those Who Question” reflects our philosophy and is visually expressed through the symbol of a question mark. It serves as a reminder that every act of exploration begins with a question.
Those Who Question
Across the venue, we introduced various elements built around the act of questioning. One of them was the on-site registration system. A specific code was embedded into the registration page, and depending on how participants responded to a series of questions, they were guided into different questioning types. After completing registration, each participant could see what kind of questioner they were.
At [Saisiot 2025], Those Who Question were categorized into four types: ❶ Risk-taker, ❷Tracer, ❸Reframer, ❹Architect
The results page offered an interpretation of each type, along with insights into which types might resonate well together—turning the act of registration itself into a small exercise in inquiry.
Shall We Question Together?
Beyond the talks, Saisiot extends the experience of inquiry in various ways, creating natural points of connection among Those Who Question. This year, we once again introduced the Siot Board, a shared space where participants could freely post their work. Posters, merchandise, business cards, and job listings filled the board. Alongside these, handwritten notes—personal intentions for the day—were added, allowing participants to share their thoughts in a more intimate way.
For those who find face-to-face networking a little daunting, we also prepared a way to participate remotely. We introduced the Letter Box, an event where participants’ letters were exchanged at random. You submit a letter of your own, then receive one written by another participant.
You may never see each other’s faces, yet people sharing the same space and interests become connected in a quiet, unexpected way. It was a fittingly curious experience—and one made possible by Sandoll’s most advanced human intelligence technology.
(Left) Letter Box exterior / (Right) Letter Box interior, with human intelligence sorting the letters
Saisiot 2025 was joined by a diverse group of brands. Samwon Paper, which has dedicated over 30 years to the study of paper; Nupip, known for its distinctive approach to styling; Saturnbird, leading a new dimension of coffee culture; and Baikii, exploring new ways to experience type—all took part in our shared inquiry. This year’s Saisiot went beyond simply introducing brands. Our hope was for participants to directly experience the outcomes of each brand’s ongoing exploration. With so many different forms of inquiry coming together in one place, we hope Sai-siot 2025 served as a meaningful source of inspiration.
@samwonpaper
@nupip
@saturnbirdcoffee
@Bakey
Sessions
Thanks to everyone who joined Sandoll’s inquiry, [2025 Saisiot] could come together as a complete experience. On stage, we heard from speakers who have been pursuing their questions—steadily, for a long time—each from their own place in the field. With those voices still resonating, here is an introduction to the [2025 Saisiot] sessions.
Morning Light: Re-illuminating Original Hangul Type
Jang Gaseok (Type Designer, Sandoll Design Studio) Hwang Ilseon (Book Designer, Minumsa Art Department) | First, the lecture centered on Sandoll’s new font 「SD Choyang」, set for release in November. 「SD Choyang」 is a font that focuses on preferences and needs within the publishing industry. The historical metal type referenced in its development was the body text type used in 『Joseonmal Keunsajeon』. Based on this, we explored the reinterpretation of the historical type and the production process in depth, and shared the refinement process together with Minumsa’s publishing team as the actual users.
|
“Designing Type, Really?” — Hwaljjak Myeongjo Between Restoration and Reinterpretation, on an Invisible Axis
Minbon (Professor, Seoul Women’s University) | We shared an exploration of “optical sizing,” which aims to maintain a consistent visual impression as the size of type changes. The session covered the research process behind 「Hwaljjak Myeongjo」, which applies optical sizing—largely lost in the transition from metal type to phototypesetting and digital fonts—to Hangul. 「Hwaljjak Myeongjo」 is characterized by reinterpretations of three distinct metal types: Choi Jeong-ho (for headlines), Choi Jeong-sun (for body text), and Park Gyeong-seo (for footnotes). It is also available on Sandoll Cloud, and those interested can find more details via the link.
|
Core Experience
Jeon Woosung (CEO, Seaside City) | In an era saturated with brands, this session explored how to build true distinctiveness. Moving beyond competition based on products and price, the talk highlighted the importance of the experience only a brand can deliver—what Jeon defines as the core experience. The concept is composed of two layers: functional core experience and emotional core experience. Through real-world cases where a brand’s core experience was identified and shaped, the session examined practical ways to clarify messaging and translate strategy into tangible brand expression. |
Designing Meaningful Experiences Through Integrated Thinking
Song Hoseong (CEO, Horizon Union) | This session introduced an integrated perspective that brings together brand, product, and business—arguing that truly meaningful experiences emerge only when these elements are organically connected. Through real-world case studies, Song demonstrated how integrated thinking can be applied in practice and how it informs experience design. The talk also addressed the evolving role of the creative director in the age of AI, exploring ways to collaborate with AI as a tool rather than a replacement. From defining what makes an experience genuinely “great” to understanding how such experiences are built and how problems are approached and solved, the session offered a wide range of practical insights and takeaways. |
Inquiry, Interpretation, and Form at CFC
Jeon Chaerry (CEO, CFC) | Early in the talk, Chaerry Jeon introduced CFC’s identity design principle: grounded in an understanding of brand, market, era, and consumer (Content), discovering a brand’s unique “-ness” (Context), and translating it into symbolic form (Form). Building on this framework, the session examined CFC’s recent projects—ranging from brands with established heritage to those still shaping their identity. Each case was handled with care, showing how CFC’s sensibility and philosophy are thoughtfully embedded across different contexts. |
The Language of Hyundai
Park Irang (Leader of Brand Strategy Team, Hyundai Department Store) | This session traced how “Hyundai-ness” has been built from the department store’s beginnings to the present day. Park explored how the brand’s system has been refined amid constant change, and how its context was shaped through trial and error over time. Drawing on examples across a wide range of media, the talk unpacked how Hyundai Department Store translates its identity into consistent brand language—offering a clear look at how “Hyundai-ness” is formed and sustained in practice. |
Adieu, 2025 Saisiot
This year’s Saisiot unfolded over a full day, from morning to evening—a space that demonstrated how inquiry becomes a source of strength for brands and creators alike. Even as technology advances and tools change, the event reminded us that inquiry remains our most enduring axis. We hope it was a moment to reconsider questioning not just as a method, but as an attitude.
At Saisiot 2025, the speakers who shared their deeply considered perspectives—and everyone in the audience listening with bright, attentive eyes—were all Those Who Question. We believe that experiences which expand each other’s fields and invite learning will carry us further together. What new questions will we encounter next? We look forward to sharing deeper conversations sparked by new inquiries in 2026. Until then, see you again.
Image source: @day_antt
Insight
It all begins with a quesition
In a constantly changing environment, what truly sustains us may be a sincere commitment to exploring what lies at the core. Under the theme “Those Who Question,” the 2025 Sandoll Saisiot: Type Conference brought together a wide range of explorers. Though their methods differed, the event made one thing clear: every meaningful piece of work begins with inquiry. Today, we’d like to share the story of [Saisiot 2025], held on October 18 this year.
Sandoll believes in a world where anyone can express themselves freely, and actively supports the spirit of inquiry among creators. [Saisiot 2025] was planned as an extension of that belief. The theme “Those Who Question” reflects our philosophy and is visually expressed through the symbol of a question mark. It serves as a reminder that every act of exploration begins with a question.
Those Who Question
Across the venue, we introduced various elements built around the act of questioning. One of them was the on-site registration system. A specific code was embedded into the registration page, and depending on how participants responded to a series of questions, they were guided into different questioning types. After completing registration, each participant could see what kind of questioner they were.
At [Saisiot 2025], Those Who Question were categorized into four types: ❶ Risk-taker, ❷Tracer, ❸Reframer, ❹Architect
The results page offered an interpretation of each type, along with insights into which types might resonate well together—turning the act of registration itself into a small exercise in inquiry.
Shall We Question Together?
Beyond the talks, Saisiot extends the experience of inquiry in various ways, creating natural points of connection among Those Who Question. This year, we once again introduced the Siot Board, a shared space where participants could freely post their work. Posters, merchandise, business cards, and job listings filled the board. Alongside these, handwritten notes—personal intentions for the day—were added, allowing participants to share their thoughts in a more intimate way.
For those who find face-to-face networking a little daunting, we also prepared a way to participate remotely. We introduced the Letter Box, an event where participants’ letters were exchanged at random. You submit a letter of your own, then receive one written by another participant.
You may never see each other’s faces, yet people sharing the same space and interests become connected in a quiet, unexpected way. It was a fittingly curious experience—and one made possible by Sandoll’s most advanced human intelligence technology.
(Left) Letter Box exterior / (Right) Letter Box interior, with human intelligence sorting the letters
Saisiot 2025 was joined by a diverse group of brands. Samwon Paper, which has dedicated over 30 years to the study of paper; Nupip, known for its distinctive approach to styling; Saturnbird, leading a new dimension of coffee culture; and Baikii, exploring new ways to experience type—all took part in our shared inquiry. This year’s Saisiot went beyond simply introducing brands. Our hope was for participants to directly experience the outcomes of each brand’s ongoing exploration. With so many different forms of inquiry coming together in one place, we hope Sai-siot 2025 served as a meaningful source of inspiration.
@samwonpaper
@saturnbirdcoffee
Sessions
Thanks to everyone who joined Sandoll’s inquiry, [2025 Saisiot] could come together as a complete experience. On stage, we heard from speakers who have been pursuing their questions—steadily, for a long time—each from their own place in the field. With those voices still resonating, here is an introduction to the [2025 Saisiot] sessions.
Morning Light: Re-illuminating Original Hangul Type
Jang Gaseok (Type Designer, Sandoll Design Studio) Hwang Ilseon (Book Designer, Minumsa Art Department)
“Designing Type, Really?” — Hwaljjak Myeongjo Between Restoration and Reinterpretation, on an Invisible Axis
Minbon (Professor, Seoul Women’s University)
Core Experience
Jeon Woosung (CEO, Seaside City)
In an era saturated with brands, this session explored how to build true distinctiveness. Moving beyond competition based on products and price, the talk highlighted the importance of the experience only a brand can deliver—what Jeon defines as the core experience.
The concept is composed of two layers: functional core experience and emotional core experience. Through real-world cases where a brand’s core experience was identified and shaped, the session examined practical ways to clarify messaging and translate strategy into tangible brand expression.
Designing Meaningful Experiences Through Integrated Thinking
Song Hoseong (CEO, Horizon Union)
This session introduced an integrated perspective that brings together brand, product, and business—arguing that truly meaningful experiences emerge only when these elements are organically connected. Through real-world case studies, Song demonstrated how integrated thinking can be applied in practice and how it informs experience design.
The talk also addressed the evolving role of the creative director in the age of AI, exploring ways to collaborate with AI as a tool rather than a replacement. From defining what makes an experience genuinely “great” to understanding how such experiences are built and how problems are approached and solved, the session offered a wide range of practical insights and takeaways.
Inquiry, Interpretation, and Form at CFC
Jeon Chaerry (CEO, CFC)
Early in the talk, Chaerry Jeon introduced CFC’s identity design principle: grounded in an understanding of brand, market, era, and consumer (Content), discovering a brand’s unique “-ness” (Context), and translating it into symbolic form (Form).
Building on this framework, the session examined CFC’s recent projects—ranging from brands with established heritage to those still shaping their identity. Each case was handled with care, showing how CFC’s sensibility and philosophy are thoughtfully embedded across different contexts.
The Language of Hyundai
Park Irang (Leader of Brand Strategy Team, Hyundai Department Store)
This session traced how “Hyundai-ness” has been built from the department store’s beginnings to the present day. Park explored how the brand’s system has been refined amid constant change, and how its context was shaped through trial and error over time.
Drawing on examples across a wide range of media, the talk unpacked how Hyundai Department Store translates its identity into consistent brand language—offering a clear look at how “Hyundai-ness” is formed and sustained in practice.
Adieu, 2025 Saisiot
This year’s Saisiot unfolded over a full day, from morning to evening—a space that demonstrated how inquiry becomes a source of strength for brands and creators alike. Even as technology advances and tools change, the event reminded us that inquiry remains our most enduring axis. We hope it was a moment to reconsider questioning not just as a method, but as an attitude.
At Saisiot 2025, the speakers who shared their deeply considered perspectives—and everyone in the audience listening with bright, attentive eyes—were all Those Who Question. We believe that experiences which expand each other’s fields and invite learning will carry us further together. What new questions will we encounter next? We look forward to sharing deeper conversations sparked by new inquiries in 2026. Until then, see you again.
Image source: @day_antt