Moving forward from the speech analysis, our next task is to arrange the transcription in a way that reflects the speaker, tone, delivery, etc.

I chose to use a geometric sans-serif font to represent Jack Ma’s personality. He is a successful business man, very modest, humble, conservative, etc.

The shapes of the text represent the speech flow, content, and ideas. The top right shapes moving from bottom to top symbolizes his hard work and struggles of becoming an entrepreneur. Rigid, straight angles are used to represent his work field – a digital form that relies on mathematics and structure.