HI THERE! I’M MARTINA FLOR
I’m an Award-winning Lettering Artist, Author and Educator.
I’m an award-winning Lettering Artist, Author and Educator.
I’m an Award-winning Lettering Artist, Author and Educator.
I’m an Award-winning Lettering Artist, Author and Educator.
I have worked with several high-profile clients, been on stage at dozens of design conferences, won awards, and built the business of my dreams doing what I love.
Since 2010, I have been helping designers and artists master the craft of hand lettering and turn their skills into a thriving freelance business.
Launching my career as a lettering artist so drastically and beautifully changed my life…
...that it has become my purpose and mission to help other aspiring artists do the same. But the BIG LEAP of going from an unfulfilled life working at a job I disliked to building the business of my dreams doing what I love didn’t happen overnight. It involved dozens of sleepless nights, tons of mistakes and decision-making, and first and foremost stepping out of my comfort zone in a big way.
This is how it all happened:
My Story
My Story
My first stepts into art and creativity
I enrolled in art school with the dream of becoming an artist one day. Once I graduated, I got my first job as a graphic designer to discover that work-life wasn’t as creative as I thought it would be. Unfulfilled by the kind of work I was doing, I started drawing in my free time and discovered my love for illustration and lettering. If I couldn’t be creative at my day job, at least I’d get to do my art during the evening.
I enrolled in art school with the dream of becoming an artist one day. Once I graduated, I got my first job as a graphic designer to discover that work-life wasn’t as creative as I thought it would be. Unfulfilled by the kind of work I was doing, I started drawing in my free time and discovered my love for illustration and lettering. If I couldn’t be creative at my day job, at least I’d get to do my art during the evening.
A creative in crisis
As I continued climbing up the ladder of my career as a graphic designer I became increasingly unhappy. Every new promotion and pay raise, instead of making me excited, felt like a weight pushing me further down a path I didn't want to pursue. Soon, I found myself spending more time in my email inbox and meetings than doing creative work. I knew there had to be something more for me and I knew it was time to make a bold decision. I decided to double down on my creative skills.
The tipping point
I quit my job, gave up my apartment, and moved from South America overseas to join a 1 year, full-time master course in type design in The Netherlands. There, I discovered the fascinating world of letterforms and didn’t want to leave anymore. Learning letter design was a tipping point in my life — so much so that I decided to call Europe my home, pivot careers, and become a full-time freelance lettering artist.
Launched my career as a lettering artist in Berlin
With 3000 dollars left in my bank account and a website full of personal projects, I launched my studio in lettering and custom typography. I went through the struggle of starting my business in a foreign country, all with no guidance and business training. Against the odds, without any network or client base, I made my way into the industry, gained my first commercial assignments, and self-initiated my workshop series.
I also met my husband Ilja, and we started a family — Milo and Felix arrived soon after to change everything once again in the most amazing way.
Created the business of my dreams
With my lettering studio, I achieved more than I could have ever dreamed. Since 2010, I have worked with several high-profile clients, been on stage at dozens of design conferences, won awards, built a dream team, and taught thousands of aspiring freelance lettering designers to hone their craft, become hand-lettering masters, and expand their businesses. Seeing the impact that my books, courses, and content has had on other artists and designers motivated me to go where I’m today.
I want to help you do the same
For the past 13 years, I have trained myself as a lettering artist, entrepreneur, author, educator, and leader of a team which leads to me where I am today — helping other aspiring artists like you find a fulfilling creative career path doing what they love. My team and I are committed to one mission: to help you create work that is so unique and compelling that captivates audiences, attracts dream assignments, and lets you build a thriving creative business.
You’re now looking for what I was after then: to create beautiful work that you’re proud of and that you can make a living with.
As simple as it may sound, this can completely change how you experience your life. Take it from someone who dreamt about it…then lived it. If you’re eager to learn the steps, strategies, and shortcuts that will help you develop an outstanding skill with letterforms, create work you’re truly proud of and attracts dream assignments, I’m looking forward to helping you get there.
SOME OF THE HATS I WEAR
★ Business Coach & Mentor ★ Award-Winning Lettering Artist ★ Teacher to Future Hand Lettering Artists ★ Entrepreneur and Courageous Go-Getter ★ 'Open Studio' Podcast Show Host ★ Founder of The Lettering Seminar ★ Coach at Leap Now Group Coaching Program for Lettering Artists & Illustrators ★ Public Speaker ★ Mom of 2 Boys ★ Author of The Golden Secrets of Lettering ★ Author of The Big Leap
MY DREAM TEAM
Carla
EDUCATION LEAD AND
COMMUNITY MANAGER
A people person and committed to the success of our students, Carla is there to excitedly empower and uplift others in their creative journey, all with an honest smile and holding space for our members.
Elías
DESIGNER AND SENIOR INSTRUCTOR
Industrial designer turned lettering artist. After thousands of hours of training through client projects and tight deadlines, Elías has become a master of the craft and the most beloved instructor among our students.
Roma
MEMBER SUCCESS & TECH. OPERATIONS LEAD
With a knack for tech and strategy, Roma works behind the scenes to keep everything running smoothly. Her focus on detail and efficiency ensures the backend operations are always aligned to support the best possible experience for our members and students.
My new book is here!
"Make It. Turn Your Creative Skill into a Business and Thrive Doing What You Love" follows Mary’s journey to transform her passion into a thriving business. Through her story, readers gain insights into creative entrepreneurship, including transitioning from amateur to pro, building a standout portfolio, and attracting dream clients. This book offers practical steps, mindset shifts, and real-life examples to help you achieve your creative and entrepreneurial goals.|
MY OTHER BOOKS
The Golden Secrets of Lettering book has been called a “Lettering Bible” for aspiring artists. With more than 50.000 copies sold in 6 different languages, this book has impacted the work and lives of lettering artists around the world.
From setting up a website and finding first gigs through executing complicated assignments and billing clients, The Big Leap is packed with invaluable insights and tips for embarking on a sustainable—and enjoyable—career.
MARTINA FLOR’S OPEN STUDIO PODCAST
Strategies & Tactics to Make a Living as a Commercial Lettering Artist & Illustrator, Today.
In this show, I reveal all of my lettering and art business strategies so you can go ahead of the curve with your career as a commercial artist. You’ll learn about improving your skills, finding your voice as an artist, going from amateur to pro, how the illustration market works, marketing yourself, social media, client outreach, and productivity tips so that you can thrive with your art and make a living doing what you love.
Past guests include Malika Favre, Ian Barnard, Erik Marinovich, Dot Lung, Stefan Kunz, among many others.
REVIEWS: 4,9/5
“Wow! What a great podcast! For me the best talks are those that not only teach you something but also make you think. It has been super inspiring! Thank you guys!”
“Love this episode, so inspiring for me at this point in my freelance journey. Love how you encourage the transition and finding your own path into freelancing. Thank you for such wonderful episode!”
Vera Drmanovski
“This was so helpful! Im just finishing design school and really struggle with some of the things you guys discussed. Love your podcast!”
Diana GB
“This was a great episode, it brought a lot of new ideas into my head that I could use. Thank you Murugiah and Martina!”
Sooraj E.
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Inspiring people all over the world
Martina loves her work and enjoys sharing her experience and story with others. If you run a design conference, work at a university or a company, get in touch to schedule a speaking engagement. Martina's talks cover a wide range of topics such as the importance of typography in our daily life, how to make a career as a lettering artist, the process of creating lettering among others.
Martina loves her work and enjoys sharing her experience and story with others. If you run a design conference, work at a university or a company, get in touch to schedule a speaking engagement. Martina's talks cover a wide range of topics such as the importance of typography in our daily life, how to make a career as a lettering artist, the process of creating lettering among others.
HONORS & AWARDS
4 Times CommArts Typography Awards Winner ★ TypeCon Keynote Speaker ★ Jury Member at ADC Awards ★ TEDx Río de la Plata Speaker ★ Print Mag Type & Lettering Awards Winner ★ Jury Member at LAD Awards 2017 ★ Graduate from Type&Media Program at KABK Royal Academy of Arts in The Hague, Netherlands.
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©2019 Studio Martina Flor. All rights reserved.