{"title":"Jiahui Tan","description":"I came to type design through branding. Over a decade of working with clients like Google, Rolex, Audemars Piguet, and Vogue taught me that the typeface is rarely just a stylistic choice — it's often the thing that determines whether a brand feels like itself.\n\n\nI founded Fable Type Foundry in 2019 as an extension of that practice, and trained formally in the post-graduate Typeface Design programme at Cooper Union in New York to sharpen the craft behind the intuition. The foundry grew from real commission work across hospitality, F\u0026amp;B, fintech, and cultural institutions — briefs that demanded something that didn't yet exist.\n\n\nMy approach is shaped by branding thinking more than type history: I'm less interested in type as an aesthetic exercise and more in what a typeface has to carry. How does it hold across contexts? What does it say at small sizes? Does it still feel like the brand three years later?\n\n\nMy work has been recognised by D\u0026amp;AD, the Art Directors Club, and the Tokyo Type Directors Club, and featured in Monocle, Slanted, The Brand Identity, and It's Nice That. I also sit on juries and speak at conferences — not because it builds profile, but because the conversation around type and brand is one I think matters.\n\n\nI'm based in Singapore, where I run Fable with a small team that cares about doing this work with rigour and without shortcuts.","products":[],"url":"https:\/\/www.myfonts.com\/collections\/jiahui-tan.oembed","provider":"MyFonts","version":"1.0","type":"link"}