A multidisciplinary researcher and practitioner with a design-driven approach, spanning type research, graphic design, spatial composition, product design, visual media, writing, translation, and curation. Author at TheType, initiator of the Shanghai Type research project, and founder of the innovative type design company 3type (Sanyan). Guest researcher at the Typeface Design Studio of the Shanghai Academy of Fine Arts and adjunct lecturer at the Shanghai Institute of Visual Arts. Served as a judge for the 2023 TDC Ascender Awards by the New York Type Directors Club (TDC).
For products displayed on shelves, the font on packaging is one of the most eye-catching elements of the overall visual appeal. In the wave of global expansion, multilingual typography is a necessity. Brands need fonts that support various languages—not only functional but also visually appealing and enduring. How can brands use typography to express their image effectively? How can they preserve brand identity while better adapting to local markets? This discussion will delve into how font design helps global brands achieve the best results and resonate across diverse markets.