Developing Practice Sans as Practice Theory’s custom studio typeface

The Project
Practice Theory designed Practice Sans, a custom grotesk typeface family and accompanying physical merchandise collection developed over several years across Singapore and Vietnam.

The Brief
As an in-house initiative, the studio set out to create a signature workhorse font that embodies Practice Theory’s core values of precision, clarity, and thoughtful restraint. The objective was to refine classic grotesk traditions into an enduring, highly functional font family while launching a public showcase during Singapore Design Week.

The Approach
Drawing inspiration from the timeless proportions of Helvetica and Univers, we stripped away extraneous ornamentation to focus on structural integrity and versatility. Rather than treating the font as a static digital asset, our strategy centered on testing its performance across physical touchpoints with the tongue-in-cheek exhibition Sans Everything, directly linking every merchandise piece to a tiered font download.

The Execution
In collaboration with type designer Mark De Winne, we developed a complete font family that performs effortlessly across screen and print environments. We brought the typeface to life through environmental exhibition design, motion assets, and a curated merchandise line that demonstrates how the studio’s disciplined aesthetic accommodates creative expression.

What did we deliver?

• Type design and font engineering: Developed a multi-weight custom grotesk typeface balancing geometric rigor with a human touch.
• Exhibition and environmental design: Conceptualised and built the Sans Everything showcase for Singapore Design Week.
• Product and motion design: Created a physical merchandise collection and motion graphics to demonstrate tactile font performance.

The Impact
Practice Sans established a distinct typographic signature for Practice Theory, demonstrating how an in-house design tool can seamlessly bridge digital utility with physical, accessible craft.

Studio Testimonial
"Practice Sans is a reflection of how we work at Practice Theory—built on structural discipline, refined restraint and purposeful application across every medium."

— Randy Yeo, Director, Practice Theory