Q1. What do you do at Sandoll?
I work as a brand designer at Sandoll, building and managing the unified brand. I also design various touchpoints where brand activities take place, ensuring they align with the brand identity.
Q2. What was your role at [2024 Saisiot]?
As a designer, I worked on designing and installing the exhibition booth, signage, and display images to suit the on-site environment. I also designed promotional images for Sandoll’s online channels, including the website and social media.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
[2024 Saisiot] ran for nearly seven hours. By the final stretch, I was completely exhausted, yet a large number of attendees remained fully engaged through the last session. Watching this from behind the scenes, I truly felt that the work we do resonates deeply with many people, and it was a moment that carried a strong sense of responsibility for me.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
Absolutely. From BAEMIN to Apple, fonts have always been present in cases that have already changed the world. Fonts go beyond simply conveying text—they are powerful communication tools that move people, open minds, and help new ideas and changes take root.
Seeing how fonts drive change across various fields at [2024 Saisiot] made me even more excited about the possibilities and transformations that fonts can create in the future.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
It can be difficult to quickly grasp how fonts are used across different industries. Through [2024 Saisiot], however, there was an opportunity to hear the latest conversations around fonts in one place. This experience made me realize just how many people are genuinely interested in fonts and the font industry, and it also made me think that we need to prepare even more engaging stories for next year’s conference.
Jeong Taeyeong, Type Design Researcher
Q1. What do you do at Sandoll?
I am a researcher on the Type Tech Team at Sandoll, where I work on font technology and type design–related research and development. My work focuses on making fonts easier for anyone to create and even easier to use. To support clearer communication among those who design and work with Hangul, I conducted research on typographic terminology and published the paper Hangul Typeface Terminology 2022. I also carried out the Hangul Typeface Classification study, which systematizes classification methods for Hangul fonts and has been applied to improving font search filters on the Sandoll Cloud service. Currently, I am researching the Hangul font standard (SD-KR) to enhance the usability and quality of Hangul fonts.
Q2. What was your role at [2024 Saisiot]?
I prepared a booth to introduce the SD-KR project mentioned earlier to visitors. I contributed to planning and designing the booth together with Changseop Lim, Team Lead of the Type Tech, and Yeoreum Kim, Team Lead of the Brand Design. I also served as the moderator, working closely with Sooyoung Kim, PD from the Brand Design Team, to smoothly connect each lecture and guide the conference from beginning to end.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
The moment that stands out most to me is welcoming the audience with a mix of nervousness and excitement, watching the empty seats gradually fill one by one, and then seeing most of the venue filled just before the first lecture began—followed by the rush of nerves and anticipation as it was time to step up and announce the start of the conference.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
As the saying goes, “language shapes thought,” and fonts, as a form of visual language, are deeply intertwined with the way we think. Just as one would dress neatly for an important meeting, when serious guidance and clear communication are required, people instinctively choose clean, no-nonsense body text fonts. Fonts already exist as part of the world around us, exerting influence both large and small. The impact that 「Gotham」 had during the 2008 U.S. presidential election may well be one of the most powerful examples of a font’s influence in a single moment.* If a font can help change a president, couldn’t it also change the world?
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
As someone who makes fonts, meeting people who use them is always a pleasure. It was wonderful to hear stories from people I had long admired from afar and to share a few laughs together. Above all, as a true font enthusiast, I was delighted to spend an entire day openly talking about fonts.
Jeong Hyuna, Type Designer
Q1. What do you do at Sandoll?
I work as a type designer at Sandoll. I design custom fonts that capture a company’s voice, and I also plan and produce retail fonts available on Sandoll Cloud. My key projects include contributing to SKT’s corporate font display and the SC and TC* versions of 「IBM Plex Sans」. On Sandoll Cloud, I created 「SD Cosmo」.
Q2. What was your role at [2024 Saisiot]?
On the day of the event, I was responsible for welcoming visitors at the entrance and guiding them to their seats and around the venue. As someone who enjoys greeting people and networking, I was able to approach the role with enthusiasm. Meeting a wide range of attendees and experiencing the lively atmosphere of the event firsthand made it an especially meaningful experience.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
At [2024 Saisiot], there were networking sessions woven throughout the program. It was a great opportunity to meet people I am always grateful for but do not get to see often, as well as to connect with new faces. Most of all, the moments I enjoyed and remember most were meeting other type designers—whom I had previously known only through their work—and talking in person about our respective practices and recent updates.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
There was one line from the talks at [2024 Saisiot] that stuck with me. During the Q&A after the final session, Song Jaewon, director of Studio Joh, said: “Fonts may not be the biggest part of creating an advertisement, but they play a key role in increasing the resolution of communication. When fonts are used well, they have a positive impact on other areas of communication too. For example, you can see a difference in the quality of sound design or acting direction.” I think this applies not only to advertising but also to many other fields.
The physical footprint of “fonts” in this world may be small, but the weight of “communication” is enormous—because everything ultimately happens between people. If fonts can go beyond simply transmitting letters and help convey something more, then I believe they can gradually contribute to building a better world.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
As a type designer, my concerns go far beyond “making the font well” at my desk. I’m always thinking about how users will encounter the font and whether it can fulfill its role in those environments.
[2024 Saisiot] was a space where we could share those kinds of concerns. People who make fonts and people who use them came together to talk about the ecosystem surrounding type and to exchange their worries and solutions. The exclamation mark (!) used as the key visual felt almost like a light bulb (💡)—within a short time, I gained a lot of insight and new perspectives.
*SC: Simplified Chinese. TC: Traditional Chinese.
Jeong Hyojeong, Graphic Designer
Q1. What do you do at Sandoll?
I design graphics about SandollCloud’s campaigns, products, events, and the overall service. My focus is on visually expressing the charm of our fonts and communicating the value of the service. I love telling stories through type and design.
Q2. What was your role at [2024 Saisiot]?
I worked on the networking booth event in collaboration with Samwon Specialty Paper. As an extreme introvert, it was quite a challenge for me. Guiding visitors through the event and encouraging them to participate was harder than I expected. But seeing people happily put up their business cards and work samples, and watching others enjoy looking through them, gave me a quiet sense of reward.
I was especially thrilled to see how many people loved the Sandoll Blocks. Having watched the production process up close, I couldn’t help but smile every time someone reacted to them with delight.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
The setup day stands out the most. It was physically demanding, but because we’re usually busy working in our own spaces, we don’t often get the chance to talk with colleagues. This time, we moved tables together, put up posters, and shared genuine camaraderie—it felt almost like building “battlefield bonds.” Folding hundreds of leaflets together and laughing about how strangely fun simple manual work can be—that might sound trivial, but it’s what I remember most vividly.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
If you had asked me this question before I attended the talks, I might have answered, “What do you mean, fonts change the world?” But after being part of Saisiot this year, I want to say: “Fonts are already changing the world.”
Fonts go beyond decoration; they reflect different cultures and eras, expand inclusivity, and help create environments where more people can feel connected. That’s the power fonts hold. Personally, I hope more people become interested in type itself and recognize its value.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
Through this year’s Saisiot, I got to hear talks from people I already admired, and I watched designers and brand representatives from many fields communicate with each other. It was a meaningful time that gave me new perspectives on my own work.
Lee Soyun, Platform Operations Manager
Q1. What do you do at Sandoll?
Did you know that SandollCloud is home to more than just Sandoll? Alongside Sandoll, many global brands offer their fonts on the platform. I communicate with these partner foundries, oversee the operational side of their presence on SandollCloud, and am responsible for sourcing new brands and designers. I also plan products and content to better showcase the fonts launched by these various brands on the SandollCloud site.
Q2. What was your role at [2024 Saisiot]?
I worked at the check-in booth, the first point of contact for visitors to [2024 Saisiot], helping people enter and get oriented. Compared to last year, many more people attended, so I remember the check-in booth being especially busy. This year, we also partnered with Samwon Specialty Paper and No Plastic Sunday to prepare name tags and keyrings with each attendee’s name on them. Watching people walk in with a small gift in their hands and excitement in their eyes made me feel that excitement too.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
Right next to the check-in booth, we set up a dedicated networking area. While we were preparing, we worried that we might have too many tables—would people really use the space? But on the day of the event, I was pleasantly surprised by how many people introduced themselves and actively connected with one another. The moment when I saw every table full was the most memorable for me. Seeing the passion and enthusiasm of people who love type right in front of me made me reflect once again on the responsibility of the work I do.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
Whenever I write something I want to say, and someone else reads it—whenever we communicate—language is absolutely essential. Writing is how we turn that language into visible form, and typefaces—the fonts we use—are the clothes we dress those letters in. Saying that fonts change the world might sound like an exaggeration at first. But fonts can give letters life and lend strength to messages.
I think the answer to this question depends on how we use fonts and how we communicate through them. A single font may not be able to change the entire world. But where many fonts come together, and where people who use them gather, small changes begin. I believe those changes may already be happening on SandollCloud—and at Saisiot.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
At [2024 Saisiot], I was able to hear directly from people in the industry who use fonts in their work, which I found fascinating. From the perspective of someone who supplies fonts, I’m always curious about users’ stories, but it’s not easy to hear them. Being able to listen up close at [2024 Saisiot] was great, and it was a truly meaningful time for understanding how fonts affect our lives.
Bae Seongwoo, Type Consultant
Q1. What do you do at Sandoll?
I began my career at Sandoll as a type designer and now work as a type consultant. I like to describe myself as a “type experience designer.” My role is to identify the various challenges creators face and use Sandoll’s solutions to help clients provide better experiences through typography. To that end, I listen to clients’ stories, conduct typography consultations, and manage the practical business aspects as well—contracts, billing, operations, and overall account management.
Q2. What was your role at [2024 Saisiot]?
I served as a moderator for the talks by BAEMIN’s CCO Han Myungsoo and Toss designer Ko Hyunseon. It was my first time moderating at a large conference, so I spent a lot of time preparing to help create strong sessions. I wanted the speakers to shine and to feel comfortable enough to share stories they might not usually tell.
To do that, I studied their past interviews, blog posts, and social media to learn as much as I could about them. I also drafted questions I thought the audience would be curious about and carefully considered which words and expressions to use and which topics should become the core of our conversations. For the 15–20 minutes of Q&A, I essentially became a “superfan,” doing everything I could to facilitate a meaningful dialogue between the speakers and the audience.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
Thanks to the organizers’ support, I was able to focus solely on moderating, which made me realize just how challenging it is to stand between the speakers and the audience and keep the rhythm alive. Feeling the tension between the two sides, I tried to stay fully alert and fulfill my role as a bridge.
What I remember most are the audience members’ eyes occasionally sparkling in the middle of the talks—moments when we laughed together or grew deeply thoughtful together. It made a strong impression on me. I found myself thinking, “So many people care this deeply about typography,” and that realization resonated with me long after.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
Fonts are a crucial part of contemporary visual culture. They’ve evolved beyond being brand assets for individual companies and are now cultural assets that reflect communities, historical moments, and broader cultural shifts.
At this conference, we examined the role and influence of fonts from many perspectives. Through SD Minburi, we looked at fonts designed for UX and UI environments. Through the talk by Jang Junho from Interbrand, we explored how typography can help solve various business challenges. From BAEMIN CCO Han Myungsoo, we saw fonts reframed as cultural assets that reflect change, and from Toss designer Ko Hyunseon, we gained insight into the expanding possibilities of type. Finally, Sandoll’s FGI results gave us a chance to look at typographic visual culture across different sectors.
Together, these sessions once again confirmed that fonts have a significant impact across many parts of the world. Fonts may not change the world on their own, but this conference reinforced for me that changing the world requires good type.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
I’m already curious to see what theme Saisiot will explore next year. I hope to meet more people from diverse industries who love letters and culture and to share more conversations with them. We’ve now heard from six people who helped [2024 Saisiot] run so smoothly. Thanks to their efforts—and the help of many more volunteers from within Sandoll—we were able to bring [2024 Saisiot] to a successful close.
“Seeing once is better than hearing a hundred times.”
The Brand Design Team approached [2024 Saisiot] as a brand-internalization initiative, which is why the entire staff for the event came from within the company. Internally, we create opportunities to explain Sandoll’s core values and aspirations so our team members can internalize the brand. But we believed that seeing firsthand what Sandoll does, what kind of impact it has, and how many people care about Sandoll would be far more powerful than hearing about it in a meeting.
By helping out with [2024 Saisiot] in different roles, each of us experienced Sandoll’s vision—to use “Benficial Insights” to create “a world where anyone can express themselves freely.” As the interviews show, some people felt a strong sense of fulfillment and responsibility, while others were inspired by hearing from people in the type industry they had long been curious about. It wasn’t just about becoming more aligned with the Sandoll brand; many of us experienced positive changes both personally and professionally.
We’ll soon begin preparing for [2025 Saisiot]. Next year, we hope to share even more compelling stories about fonts and once again spread “insight for good,” inside and outside the company. To everyone who has taken an interest in [2024 Saisiot] so far—thank you.
Sandoll Inside
How Did [2024 Saisiot] Change Sandoll?
[2024 Saisiot] was an opportunity to show just how deeply fonts are rooted in our everyday lives and in society, far beyond being mere text. When we planned [2024 Saisiot], our goal was not only to communicate the power of type externally, but also to help our team members internalize Sandoll’s values and culture. Just as we hoped, many people at Sandoll gained new perspectives and motivation through [2024 Saisiot], which made it an even more special experience for us.
So then, how did [2024 Saisiot] change us? Parts 1 and 2 of this series have focused on the process of preparing [2024 Saisiot]. In Part 3, we’re sharing what Sandoll team members saw and felt at [2024 Saisiot]. Through six interviews, let’s take a look at some of the small but meaningful changes that happened inside Sandoll.
Kim Suyeong, Brand Designer
Q1. What do you do at Sandoll?
I work as a brand designer at Sandoll, building and managing the unified brand. I also design various touchpoints where brand activities take place, ensuring they align with the brand identity.
Q2. What was your role at [2024 Saisiot]?
As a designer, I worked on designing and installing the exhibition booth, signage, and display images to suit the on-site environment. I also designed promotional images for Sandoll’s online channels, including the website and social media.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
[2024 Saisiot] ran for nearly seven hours. By the final stretch, I was completely exhausted, yet a large number of attendees remained fully engaged through the last session. Watching this from behind the scenes, I truly felt that the work we do resonates deeply with many people, and it was a moment that carried a strong sense of responsibility for me.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
Absolutely. From BAEMIN to Apple, fonts have always been present in cases that have already changed the world. Fonts go beyond simply conveying text—they are powerful communication tools that move people, open minds, and help new ideas and changes take root.
Seeing how fonts drive change across various fields at [2024 Saisiot] made me even more excited about the possibilities and transformations that fonts can create in the future.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
It can be difficult to quickly grasp how fonts are used across different industries. Through [2024 Saisiot], however, there was an opportunity to hear the latest conversations around fonts in one place. This experience made me realize just how many people are genuinely interested in fonts and the font industry, and it also made me think that we need to prepare even more engaging stories for next year’s conference.
Jeong Taeyeong, Type Design Researcher
Q1. What do you do at Sandoll?
I am a researcher on the Type Tech Team at Sandoll, where I work on font technology and type design–related research and development. My work focuses on making fonts easier for anyone to create and even easier to use. To support clearer communication among those who design and work with Hangul, I conducted research on typographic terminology and published the paper Hangul Typeface Terminology 2022. I also carried out the Hangul Typeface Classification study, which systematizes classification methods for Hangul fonts and has been applied to improving font search filters on the Sandoll Cloud service. Currently, I am researching the Hangul font standard (SD-KR) to enhance the usability and quality of Hangul fonts.
Q2. What was your role at [2024 Saisiot]?
I prepared a booth to introduce the SD-KR project mentioned earlier to visitors. I contributed to planning and designing the booth together with Changseop Lim, Team Lead of the Type Tech, and Yeoreum Kim, Team Lead of the Brand Design. I also served as the moderator, working closely with Sooyoung Kim, PD from the Brand Design Team, to smoothly connect each lecture and guide the conference from beginning to end.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
The moment that stands out most to me is welcoming the audience with a mix of nervousness and excitement, watching the empty seats gradually fill one by one, and then seeing most of the venue filled just before the first lecture began—followed by the rush of nerves and anticipation as it was time to step up and announce the start of the conference.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
As the saying goes, “language shapes thought,” and fonts, as a form of visual language, are deeply intertwined with the way we think. Just as one would dress neatly for an important meeting, when serious guidance and clear communication are required, people instinctively choose clean, no-nonsense body text fonts. Fonts already exist as part of the world around us, exerting influence both large and small. The impact that 「Gotham」 had during the 2008 U.S. presidential election may well be one of the most powerful examples of a font’s influence in a single moment.* If a font can help change a president, couldn’t it also change the world?
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
As someone who makes fonts, meeting people who use them is always a pleasure. It was wonderful to hear stories from people I had long admired from afar and to share a few laughs together. Above all, as a true font enthusiast, I was delighted to spend an entire day openly talking about fonts.
Jeong Hyuna, Type Designer
Q1. What do you do at Sandoll?
I work as a type designer at Sandoll. I design custom fonts that capture a company’s voice, and I also plan and produce retail fonts available on Sandoll Cloud. My key projects include contributing to SKT’s corporate font display and the SC and TC* versions of 「IBM Plex Sans」. On Sandoll Cloud, I created 「SD Cosmo」.
Q2. What was your role at [2024 Saisiot]?
On the day of the event, I was responsible for welcoming visitors at the entrance and guiding them to their seats and around the venue. As someone who enjoys greeting people and networking, I was able to approach the role with enthusiasm. Meeting a wide range of attendees and experiencing the lively atmosphere of the event firsthand made it an especially meaningful experience.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
At [2024 Saisiot], there were networking sessions woven throughout the program. It was a great opportunity to meet people I am always grateful for but do not get to see often, as well as to connect with new faces. Most of all, the moments I enjoyed and remember most were meeting other type designers—whom I had previously known only through their work—and talking in person about our respective practices and recent updates.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
There was one line from the talks at [2024 Saisiot] that stuck with me. During the Q&A after the final session, Song Jaewon, director of Studio Joh, said: “Fonts may not be the biggest part of creating an advertisement, but they play a key role in increasing the resolution of communication. When fonts are used well, they have a positive impact on other areas of communication too. For example, you can see a difference in the quality of sound design or acting direction.” I think this applies not only to advertising but also to many other fields.
The physical footprint of “fonts” in this world may be small, but the weight of “communication” is enormous—because everything ultimately happens between people. If fonts can go beyond simply transmitting letters and help convey something more, then I believe they can gradually contribute to building a better world.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
As a type designer, my concerns go far beyond “making the font well” at my desk. I’m always thinking about how users will encounter the font and whether it can fulfill its role in those environments.
[2024 Saisiot] was a space where we could share those kinds of concerns. People who make fonts and people who use them came together to talk about the ecosystem surrounding type and to exchange their worries and solutions. The exclamation mark (!) used as the key visual felt almost like a light bulb (💡)—within a short time, I gained a lot of insight and new perspectives.
*SC: Simplified Chinese. TC: Traditional Chinese.
Jeong Hyojeong, Graphic Designer
Q1. What do you do at Sandoll?
I design graphics about SandollCloud’s campaigns, products, events, and the overall service. My focus is on visually expressing the charm of our fonts and communicating the value of the service. I love telling stories through type and design.
Q2. What was your role at [2024 Saisiot]?
I worked on the networking booth event in collaboration with Samwon Specialty Paper. As an extreme introvert, it was quite a challenge for me. Guiding visitors through the event and encouraging them to participate was harder than I expected. But seeing people happily put up their business cards and work samples, and watching others enjoy looking through them, gave me a quiet sense of reward.
I was especially thrilled to see how many people loved the Sandoll Blocks. Having watched the production process up close, I couldn’t help but smile every time someone reacted to them with delight.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
The setup day stands out the most. It was physically demanding, but because we’re usually busy working in our own spaces, we don’t often get the chance to talk with colleagues. This time, we moved tables together, put up posters, and shared genuine camaraderie—it felt almost like building “battlefield bonds.” Folding hundreds of leaflets together and laughing about how strangely fun simple manual work can be—that might sound trivial, but it’s what I remember most vividly.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
If you had asked me this question before I attended the talks, I might have answered, “What do you mean, fonts change the world?” But after being part of Saisiot this year, I want to say: “Fonts are already changing the world.”
Fonts go beyond decoration; they reflect different cultures and eras, expand inclusivity, and help create environments where more people can feel connected. That’s the power fonts hold. Personally, I hope more people become interested in type itself and recognize its value.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
Through this year’s Saisiot, I got to hear talks from people I already admired, and I watched designers and brand representatives from many fields communicate with each other. It was a meaningful time that gave me new perspectives on my own work.
Lee Soyun, Platform Operations Manager
Q1. What do you do at Sandoll?
Did you know that SandollCloud is home to more than just Sandoll? Alongside Sandoll, many global brands offer their fonts on the platform. I communicate with these partner foundries, oversee the operational side of their presence on SandollCloud, and am responsible for sourcing new brands and designers. I also plan products and content to better showcase the fonts launched by these various brands on the SandollCloud site.
Q2. What was your role at [2024 Saisiot]?
I worked at the check-in booth, the first point of contact for visitors to [2024 Saisiot], helping people enter and get oriented. Compared to last year, many more people attended, so I remember the check-in booth being especially busy. This year, we also partnered with Samwon Specialty Paper and No Plastic Sunday to prepare name tags and keyrings with each attendee’s name on them. Watching people walk in with a small gift in their hands and excitement in their eyes made me feel that excitement too.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
Right next to the check-in booth, we set up a dedicated networking area. While we were preparing, we worried that we might have too many tables—would people really use the space? But on the day of the event, I was pleasantly surprised by how many people introduced themselves and actively connected with one another. The moment when I saw every table full was the most memorable for me. Seeing the passion and enthusiasm of people who love type right in front of me made me reflect once again on the responsibility of the work I do.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
Whenever I write something I want to say, and someone else reads it—whenever we communicate—language is absolutely essential. Writing is how we turn that language into visible form, and typefaces—the fonts we use—are the clothes we dress those letters in. Saying that fonts change the world might sound like an exaggeration at first. But fonts can give letters life and lend strength to messages.
I think the answer to this question depends on how we use fonts and how we communicate through them. A single font may not be able to change the entire world. But where many fonts come together, and where people who use them gather, small changes begin. I believe those changes may already be happening on SandollCloud—and at Saisiot.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
At [2024 Saisiot], I was able to hear directly from people in the industry who use fonts in their work, which I found fascinating. From the perspective of someone who supplies fonts, I’m always curious about users’ stories, but it’s not easy to hear them. Being able to listen up close at [2024 Saisiot] was great, and it was a truly meaningful time for understanding how fonts affect our lives.
Bae Seongwoo, Type Consultant
Q1. What do you do at Sandoll?
I began my career at Sandoll as a type designer and now work as a type consultant. I like to describe myself as a “type experience designer.” My role is to identify the various challenges creators face and use Sandoll’s solutions to help clients provide better experiences through typography. To that end, I listen to clients’ stories, conduct typography consultations, and manage the practical business aspects as well—contracts, billing, operations, and overall account management.
Q2. What was your role at [2024 Saisiot]?
I served as a moderator for the talks by BAEMIN’s CCO Han Myungsoo and Toss designer Ko Hyunseon. It was my first time moderating at a large conference, so I spent a lot of time preparing to help create strong sessions. I wanted the speakers to shine and to feel comfortable enough to share stories they might not usually tell.
To do that, I studied their past interviews, blog posts, and social media to learn as much as I could about them. I also drafted questions I thought the audience would be curious about and carefully considered which words and expressions to use and which topics should become the core of our conversations. For the 15–20 minutes of Q&A, I essentially became a “superfan,” doing everything I could to facilitate a meaningful dialogue between the speakers and the audience.
Q3. What was the most memorable moment while preparing [2024 Saisiot]?
Thanks to the organizers’ support, I was able to focus solely on moderating, which made me realize just how challenging it is to stand between the speakers and the audience and keep the rhythm alive. Feeling the tension between the two sides, I tried to stay fully alert and fulfill my role as a bridge.
What I remember most are the audience members’ eyes occasionally sparkling in the middle of the talks—moments when we laughed together or grew deeply thoughtful together. It made a strong impression on me. I found myself thinking, “So many people care this deeply about typography,” and that realization resonated with me long after.
Q4. This year’s theme was “How Do Fonts Change the World?” Do you think fonts can really change the world?
Fonts are a crucial part of contemporary visual culture. They’ve evolved beyond being brand assets for individual companies and are now cultural assets that reflect communities, historical moments, and broader cultural shifts.
At this conference, we examined the role and influence of fonts from many perspectives. Through SD Minburi, we looked at fonts designed for UX and UI environments. Through the talk by Jang Junho from Interbrand, we explored how typography can help solve various business challenges. From BAEMIN CCO Han Myungsoo, we saw fonts reframed as cultural assets that reflect change, and from Toss designer Ko Hyunseon, we gained insight into the expanding possibilities of type. Finally, Sandoll’s FGI results gave us a chance to look at typographic visual culture across different sectors.
Together, these sessions once again confirmed that fonts have a significant impact across many parts of the world. Fonts may not change the world on their own, but this conference reinforced for me that changing the world requires good type.
Q5. Lastly, how did it feel to take part in [2024 Saisiot]?
I’m already curious to see what theme Saisiot will explore next year. I hope to meet more people from diverse industries who love letters and culture and to share more conversations with them. We’ve now heard from six people who helped [2024 Saisiot] run so smoothly. Thanks to their efforts—and the help of many more volunteers from within Sandoll—we were able to bring [2024 Saisiot] to a successful close.
“Seeing once is better than hearing a hundred times.”
The Brand Design Team approached [2024 Saisiot] as a brand-internalization initiative, which is why the entire staff for the event came from within the company. Internally, we create opportunities to explain Sandoll’s core values and aspirations so our team members can internalize the brand. But we believed that seeing firsthand what Sandoll does, what kind of impact it has, and how many people care about Sandoll would be far more powerful than hearing about it in a meeting.
By helping out with [2024 Saisiot] in different roles, each of us experienced Sandoll’s vision—to use “Benficial Insights” to create “a world where anyone can express themselves freely.” As the interviews show, some people felt a strong sense of fulfillment and responsibility, while others were inspired by hearing from people in the type industry they had long been curious about. It wasn’t just about becoming more aligned with the Sandoll brand; many of us experienced positive changes both personally and professionally.
We’ll soon begin preparing for [2025 Saisiot]. Next year, we hope to share even more compelling stories about fonts and once again spread “insight for good,” inside and outside the company. To everyone who has taken an interest in [2024 Saisiot] so far—thank you.