Su embroidery, celebrated as one of China's ‘Four Great Embroideries’, is renowned for its refinement, delicacy, elegance, and clarity. With needles as their brushes and silk thread as pigment, artisans meticulously work through dozens of steps to create breathtaking pieces on sheer silk. How elegant would such skilled hands wield a writing brush?The Wu Culture Museum recently unveiled its first intangible cultural heritage IP project: the creative typeface ‘Su Embroidery Font’. The design team reinterpreted the artistic essence of Su embroidery, transforming the form of the embroidery needle into stylistic strokes that evoke the rhythm and precision of needlework. The font’s structure takes inspiration from Su embroidery cloud collars in the museum’s collection, incorporating their balanced and harmonious composition. By blending traditional craft aesthetics with modern typography, the design initiates a captivating dialogue across time.In 2024, the museum launched its Intangible Cultural Heritage Lab, dedicated to researching and promoting Wu-related traditional crafts. Through cross-disciplinary innovation, the lab integrates intangible cultural heritage into contemporary design, bringing timeless beauty into everyday life.