Being a pioneer is hard. Explaining our type design business to people is hard but making them understand that it has value is harder.

Adaptation can save your business. My friend and I founded Cadson Demak to be a graphic company but it didn’t take off. We tried product design but it wasn’t our expertise so we lost money. We finally switched back to our greatest strength, which was graphic design.

Thai people are always passive in term of using technology. We are addicted to technology but never question it or try to improve it to match our nature. We found Thai typo issues in international software and phone technology. That’s why we started doing custom-made fonts: so we could speak our voice.

You must speak up to make people accept your identity. Thai fonts were ignored because our language isn’t widely used at an international level. Heck, we’re the only ones who use it. But if we never speak up, who will know what we want?

Types can speak. The font design can make your product or company unique and convey the whole feeling of your message out loud. Using the same font is like using the same MC.

Being distinctive makes you go further than others. Find your identity and people will recognize you.

Learning from your experiences helps you see the whole problem clearer. Self-learning and overcoming past mistakes make you an expert in this industry.

Trial and error is good. If you never try anything different, you never discover new knowledge that will help you continue to learn.

Space can design people. I decorate my office minimally because I want my designers to be neat and clean like our finished work. A minimal space creates an environment where people need to adapt their behavior to match it.

If you want people to be a certain way, feed them that. I don’t think designers can create fine, clean projects if their workspace is a mess.

Fonts are things beyond words. They are in every part of our lives. You’re unaware that they are always there to serve you.

Humans love challenges. It’s our nature. That’s why people are always attracted to strange objects or unusual advertising. Type design is about playing with their literacy, creating new fonts that they have to learn to read.

Design is part of our life. Your clothes, table or chairs have been all designed. Whether it’s a good or bad look, it’s important that it fits you. Though you’re not a fashion designer you have to choose your shirt and shoes to match your jeans. It’s all about the decisions you make.

Good designers make things memorable and impactful. Having a bunch of great designs is better than having thousands of useless designs that people don’t recognize. And if your work can be revised and stay fresh, that is fucking cool. It’s the biggest success for a designer.

The type design industry will do well when the AEC arrives. I think there will be more regional companies coming to do business here and they need custom Thai fonts to best communicate their image to Thai people.

Pushing beyond boundaries is fascinating. For me, type design does this. Readers are challenged to improve their skills to read new types of fonts every day. They don’t notice it because this change happens slowly at a snail’s pace.

Thais love to depend on luck. I hate the one-man one-shot system where we all wait to have great people emerge like Tong Sitchoi (legendary Thai snooker player) or Paradon (famous Thai tennis player) who make their own success. It’s really annoying to see people swarm to Olympic medal-winners when they never give a shit about creating better conditions to produce more great athletes. This is so wrong.

Pave the way for the young generation to grow. It means nothing if you are successful while others still struggle. I’m trying to create a solid platform for type designers in Thailand to be able to grow and stay in this industry for the long term.

Setting goals is important. It doesn’t matter whether your goal is short or long term but setting it will help you see a clear picture of the process to get you there.

Nothing is tough if you understand the reality. I’ve been through every kind of rejection in my career. But I never gave up because I saw it as part of the work process.

Some problems don’t need to be fixed; they just need time to be proved. Just stay strong against all the critics. I still see my work as an on-going battle to make people understand and value what we do.

Living with low requirements is a kind of luxury for me. It’s better to find happiness around you instead of struggling to have something that doesn’t match your reality. It will just make you unhappy.