Fabio HAAG
For Fabio Haag Type — one of Brazil's most respected independent type foundries, with 13 proprietary typefaces and clients ranging from Itaú and Natura to the Rio 2016 Olympic Games — the quality of the work had never been the problem. The problem was showing it. Every typeface launch required manual mockup production from scratch, with no system, no reusable logic, and no way to demonstrate how a font performs in the real world without significant time investment. MAAR built a generative mockup tool that turns any typeface in the catalog into a living, contextual experience — in real time, operated by the studio's own typographers, without developer support or per-asset cost. Thirteen type families. Unlimited outputs on demand. Zero production cycle.
Client
Fabio HAAG
Industry
Typeface Foundry
Year
2026
Services
Workflow Design
Visual System
A.I. Production
01 Context & Challenge
Fabio Haag Type is one of Brazil's most respected independent type foundries — 13 proprietary typefaces, 200+ projects, clients ranging from Itaú and Natura to Air India and the Rio 2016 Olympic Games. The problem wasn't the quality of the work. It was that the work couldn't be shown at the level it deserved. Every typeface launch required manual mockup production from scratch: context by context, format by format, platform by platform. There was no system, no reusable logic, and no way to show how a font performs in the real world without significant time investment. Meanwhile, large international distributors — Google Fonts, Adobe Fonts, Monotype — present typefaces through polished, context-rich interfaces that independent foundries simply can't match manually. For a studio whose entire value proposition is craft and specificity, being reduced to a static PDF was a commercial liability.
02 Strategic Intent
The goal was to build a generative mockup tool that could turn any typeface in the catalog into a living, contextual experience — in real time, operated by the studio's own typographers, without developer support or per-asset cost. Three thematic categories — Technology, Human, and Luxury — were defined to map each typeface to the commercial contexts where it would actually be licensed: digital product brands, editorial and lifestyle clients, premium retail. The tool had to feel tailored, not templated. And it had to preserve what makes type legible to buyers: spacing, contrast, material behavior in the real world.
03 What We Built
A custom generative mockup tool built on Weavy, with Figma as the input layer and real-time AI rendering as the output engine. Typographers upload a Figma layout, select a thematic context and surface type from a dropdown, and generate a high-fidelity contextual mockup instantly — across social, digital, and print formats. No developer required. No production cycle. No marginal cost per asset. The tool covers all 13 type families from day one. Each mockup is structured as a set of intentional compositional layers — background environment, material surface, lighting system, typographic element, context detail, and format-adaptive crop — ensuring every output communicates how a typeface actually performs in context, not just how it looks in isolation. The studio received full operational documentation for independent ongoing use.
04 Impact & Extension
13 type families. Unlimited mockups on demand. Zero photo shoots. Zero engineering dependency. $0 marginal cost per asset after implementation. A team of typographers that previously spent hours on manual mockup production can now generate contextual, high-fidelity mockups for any typeface in the catalog — across all three thematic categories and multiple formats — in real time.
As new typefaces launch, they plug directly into the tool without requiring new production logic. What was once a structural presentation disadvantage against large international distributors became an unlimited generative capability — built and operated entirely in-house.
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