Are you a creative soul dreaming of turning your passion for letters into a thriving career? Maybe you're a designer, illustrator, or artist looking to expand your skill set with something that lights you up. If so, today’s episode of the Open Studio Podcast is the sign you’ve been waiting for.

In Episode 183, Martina Flor introduces the once-a-year opportunity that has transformed the careers of hundreds of creatives around the world: The Lettering Seminar — a comprehensive program for mastering the craft and business of lettering design.

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🎓 What Is The Lettering Seminar?

The Lettering Seminar is the world’s leading program for creatives who want to:

• Master the art of drawing letters
• Develop a distinctive lettering style
• Build a strong portfolio that attracts clients
• Learn how to price, market, and sell their work
• Create multiple income streams from their lettering

Whether you’re a beginner or a practicing lettering artist feeling stuck, this program provides the tools, structure, and support you need to turn your creative talent into a sustainable business.

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✍️ Why Martina Created This Program

Before Martina Flor became an internationally recognized lettering artist, she was a graphic designer feeling uninspired by client work. Lettering gave her joy, purpose, and creative expression — and ultimately led her to build a successful business. She created The Lettering Seminar as the program she wished existed when she was starting out.

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📚 What You Get When You Join

• Lifetime access to a comprehensive, pre-recorded video curriculum (learn at your own pace)
• Live weekly sessions with Martina and the expert support team
• Critiques, Q&A sessions, and connection calls to build community and accountability
• Access to a private student platform for feedback, support, and networking
• A lineup of guest instructors teaching exclusive workshops on:
  • Calligraphy with Jackson Alves
  • Adobe Illustrator basics with Elias Prado
  • Licensing with Katie Johnson & Elena Griffo (Good Type)
  • Procreate with Jimena G
  • Portfolio building with Alana Flowers
  • Pricing for artists with Martina Flor
  • Social media for creatives with a brand-new instructor

And yes, there’s even a mystery guest who’s a true legend in the lettering world 👀

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🗓️ Key Dates & Enrollment

• 🧑‍🎓 Registration closes: Tuesday, April 15th, 2025
• 🎉 Welcome ceremony: Thursday, April 17th, 2025
• 💡 Only one cohort per year — don’t miss your chance!

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💬 Hear It from the Students

Don’t just take Martina’s word for it — visit TheLetteringSeminar.com to read real stories and testimonials from past students who’ve turned their passion into paid work, launched new careers, and built lifelong connections.

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🔗 Links & Resources

📚 Grab Martina’s book: The Golden Secrets of Lettering

🖋️ Enroll now at: TheLetteringSeminar.com

📸 Follow Martina on Instagram

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Tags: Lettering Design, Hand Lettering, Custom Typography, Creative Career, Graphic Design, Illustration, Stand Out Creative Market, Martina Flor, Open Studio Podcast, Lettering Artist, Build Creative Business, Design Specialization, Lettering Workshop, Freelance Artist

Categories: Graphic Design, Lettering, Creative Business, Career Development, Illustration

Turning Passion into a Thriving Creative Business with Alanna Flowers

Feeling stuck creatively? Discover the 'Lettering Revolution' with Martina Flor. Learn why lettering design is a vital skill to stand out, attract clients, and build a thriving artistic career.

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Are you a graphic designer, illustrator, or creative artist feeling lost in a crowded market? Do you struggle to make your work feel unique and attract the projects you dream of? Maybe you've admired beautiful hand lettering on book covers, packaging, or branding, but wondered if it's just a passing trend or if learning it is really worth your time.

Martina Flor, award-winning lettering artist and host of the Open Studio podcast, argues that we're in the midst of a Lettering Revolution. In her latest episode (Ep. 182), she reveals why lettering design isn't just relevant – it's becoming an essential expertise for creatives looking to build a sustainable, fulfilling career.

Let's dive into why this revolution is happening now and how you can become a part of it.

What Exactly is the Lettering Revolution?

Forget thinking of lettering as just a niche trend. The "Lettering Revolution," as Martina calls it, marks a significant shift. Lettering design has matured into an established, respected discipline within the broader design world.

What does this mean?

• It's In Demand: Art directors, agencies, and brands recognize the value lettering brings. They actively seek out creatives with this skill for projects across industries – editorial, branding, packaging, advertising, publishing, digital media, and more.
• It Offers Differentiation: In a world saturated with generic fonts and visuals, custom lettering provides a powerful way for creatives (and their clients) to stand out. It adds a unique voice, personality, and layer of customization that stock assets can't replicate.

At its core, lettering gives visual form to language. It shapes messages with intention and artistry. As long as we communicate with words, the craft of drawing those words beautifully and effectively will remain vital.

Look Around: Lettering is Everywhere (And Why That Matters)

Take a moment and look around you right now. Chances are you'll spot lettering on multiple items – the book on your shelf, the label on your coffee bag, the logo on your notebook, the ads in your social feed.

This isn't accidental. Brands and companies increasingly rely on custom lettering to cut through the noise and connect with their audience emotionally. It solves a real problem: how to convey tone, emotion, and identity through words. It makes messages functional and beautiful.

From Generalist to Specialist: Finding Your Voice Through Lettering

Martina shares her own journey, transitioning from a generalist graphic designer doing unfulfilling work (logos, websites, brochures) to specializing in lettering. This shift didn't just change her portfolio; it changed her entire connection to her creativity. Lettering gave her:

• Focus: A specific craft to hone.
• Voice: A medium that felt personal and authentic.
• Purpose: The ability to create work she was proud of, leading to exciting projects like book covers, packaging, and custom type for admired brands.

Many creatives hesitate, thinking:

• "I'm not naturally talented."
• "I don't have time to learn something new."
• "The market is already full of lettering artists."

Martina counters these doubts: Lack of talent is rarely the real barrier. The true obstacle is often the self-limiting belief that it's "too late" or you're "not enough."

The Power of True Mastery (And Why Experts Get Hired)

While many people dabble in lettering as a hobby, very few truly master the craft. Those who dedicate themselves to understanding structure, flow, composition, and readability become sought-after experts.

Why? Because expert lettering skill is rare and valuable. It makes you stand out not just as another designer, but as one of the few who can offer this specific, high-impact expertise.

Martina highlights students who leveraged lettering:

• David (Motion Designer): Combined lettering with motion skills to land movie title projects.
• Alana Flowers (Former In-House Designer): Built a full-time lettering career and successful YouTube channel.
• Vera (Artist): Found her niche creating unique, intricate book covers in publishing.

These creatives added lettering to their existing skills, dramatically changing their career trajectory.

How YOU Can Join the Lettering Revolution: Actionable Steps

Ready to harness the power of lettering for your own creative path? Here’s how Martina suggests you start:

1. Identify Your Dream Projects: Look at existing work with lettering (book covers, logos, packaging, posters). Which ones excite you? What kind of work do you want to be creating?
2. Start Creating (Client or No Client): Want to design book covers? Start designing speculative covers for books you love. Want to create custom logotypes? Design logos showcasing hand-drawn typography instead of fonts. [00:12:03 - 00:12:34]
3. Infuse Lettering into Your Current Work: If you're already designing, look for opportunities to incorporate custom lettering. Are you a printmaker? Add lettering to your illustrations or posters. [00:12:34 - 00:13:16]
4. Build Your Portfolio: Use these self-initiated projects and infused pieces to gradually build a lettering-focused portfolio that attracts the work you desire. You don't need permission or a client to begin.

Ready to Take the Next Step?

The Lettering Revolution is here, and it presents a massive opportunity for dedicated creatives. Lettering is not just decoration; it's a powerful communication tool, a path to specialization, and a way to build a career you love.

If you're ready to dive deeper and find your place in this exciting field, Martina invites you to her free workshop series: The Lettering Design Roadmap. It's happening right now! The next session explores the 6 stages of becoming a lettering designer, helping you identify where you are and your crucial next steps.

Don't miss out! Register for the free workshop here: https://MartinaFlor.com/masterclass

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Tags: Lettering Design, Hand Lettering, Custom Typography, Creative Career, Graphic Design, Illustration, Stand Out Creative Market, Martina Flor, Open Studio Podcast, Lettering Artist, Build Creative Business, Design Specialization, Lettering Workshop, Freelance Artist

Categories: Graphic Design, Lettering, Creative Business, Career Development, Illustration

Turning Passion into a Thriving Creative Business with Alanna Flowers

In this episode of Open Studio, I sit down with Alanna Flowers, a lettering artist, designer, and founder of AGF Design Studio. Her expressive lettering has been featured by Adobe, The Los Angeles Times, and American Greetings, and she is also the illustrator of the board book Love Letters: An Alphabet of Affirmations.

Alanna shares how she built her career from the ground up, using outreach, social media, and smart business strategies to land high-profile projects. If you're an aspiring lettering artist, designer, or creative entrepreneur, this episode is packed with insights you won't want to miss.

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Key Takeaways from My Conversation with Alanna Flowers

1. How Alanna Got Started in Lettering

Alanna didn’t begin her creative journey with lettering—her path evolved over time. She shares how she discovered her passion for letterforms and what led her to pursue it professionally.

2. Landing Big Clients Through Smart Outreach

One of Alanna’s first major freelance projects came from something as simple as leaving an Instagram comment! She explains how being intentional about networking and outreach led to opportunities with big brands like American Greetings.

3. The Role of Social Media in Growing Her Business

With an active presence on Instagram, YouTube, and TikTok, Alanna uses social media to showcase her work, connect with her audience, and attract clients. She shares tips on how creatives can use digital platforms to build a sustainable business.

4. Balancing Client Work, Education, and Personal Projects

Beyond client work, Alanna teaches lettering through her Domestika course and shares valuable knowledge with fellow creatives. We talk about how she balances these different aspects of her career and why diversifying income streams is crucial for creative entrepreneurs.

5. Business Insights for Lettering Artists

Success in the lettering industry isn’t just about being great at drawing letters—it’s about understanding the business side of things. Alanna offers insights into pricing, contracts, and mindset shifts that helped her transition from hobbyist to full-time lettering artist.

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Resources & Links

Little Bee Books

Follow Alanna Flowers:

Instagram

Newsletter

YouTube

Bluesky

TikTok

Enroll in Alanna’s Domestika Course:

Expressive Lettering of Inspirational Quotes in Adobe Fresco

Buy Love Letters: An Alphabet of Affirmations

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

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Have you ever wondered if lettering design is a real and sustainable career? If so, you're not alone. Many aspiring artists ask: How do lettering designers make money? What do they do every day? Is this a competitive market? In this episode of Open Studio Podcast, Martina Flor pulls back the curtain on the world of professional lettering design and explains why this career is more realistic and profitable than you might think.

Is Lettering Design a Real Career? (The Answer is YES!)

One of the biggest myths about lettering is that it’s just a hobby or that the market is oversaturated. The truth? Lettering is a specialized skill that few people master—which makes it highly valuable to brands, businesses, and publishers looking for unique, handcrafted typography.

✔️ Lettering is in demand – Businesses need custom lettering for branding, advertising, packaging, and digital media.
✔️ It’s a timeless craft – Just like calligraphy and typography, lettering has been relevant for centuries and continues to evolve.
✔️ Experts get paid more – By specializing in lettering, you position yourself as a go-to artist for high-quality, custom work.

What Does a Lettering Designer Actually Do?

A career in lettering design is diverse, and no two days look the same. Some common paths include:

🎨 Client Work – Designing logotypes, branding elements, advertising campaigns, murals, and packaging.
💡 Licensing & Products – Creating lettering-based artwork that brands can license or turning your designs into merchandise.
📚 Teaching & Courses – Sharing your skills through online courses, workshops, or mentorship.
🏢 In-House Roles – Working as a lettering artist within a branding agency or creative studio.
🌍 Community Building – Growing an audience through social media, YouTube, Patreon, or newsletters.

Most successful lettering artists combine multiple income streams, balancing client work with products, teaching, or licensing to create a stable, profitable business.

How to Start & Grow a Career in Lettering Design

If you’re ready to take lettering from a hobby to a professional career, here’s what you need to focus on:

✅ Mastering the Fundamentals – Learning the rules of lettering so you can break them with confidence.
✅ Building a Portfolio – Creating high-quality, finished pieces that showcase your style and attract clients.
✅ Positioning Yourself as an Expert – Specializing in a niche or style to stand out in the market.
✅ Marketing & Visibility – Sharing your work consistently so people know you exist.
✅ Finding Clients & Monetizing – Learning how to price your work and create sustainable income streams.

Join the Free Lettering Roadmap Workshop!

Want a step-by-step guide to building a lettering career? Join Martina Flor’s FREE Lettering Roadmap Workshop, starting March 31st!
🎨 Learn the exact steps from hobbyist to pro
🎁 Win an Adobe Creative Cloud subscription
🚀 Live training sessions + Q&A with Martina

📅 Register now for free: martinaflor.com/masterclass

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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The Lettering Roadmap: How to Build a Successful Creative Career

Every successful creative journey follows a predictable path, but most artists don’t realize it. If you've ever felt stuck, unsure of your next steps, or wondered how to turn your passion into a thriving career, this episode of Open Studio Podcast is for you. Martina Flor breaks down the Lettering Roadmap, a step-by-step guide to transitioning from a beginner to a professional lettering artist, illustrator, or designer.

The 6 Stages of a Successful Creative Career

Understanding where you are in your creative journey is the first step to moving forward. Martina outlines the six key stages every artist goes through:

1️⃣ The Hobbyist – You love lettering, but it’s just for fun. No pressure, just passion.
2️⃣ The Learner – You’re actively improving, taking courses, and refining your skills.
3️⃣ The Maker – You’re building a portfolio, experimenting with different styles, and sharing your work.
4️⃣ The Side Hustler – You start monetizing your skills with commissions, small gigs, or freelance work.
5️⃣ The Professional – Lettering becomes your main income source, and you build a sustainable business.
6️⃣ The Leader – You establish yourself as an expert, teach others, and create products beyond client work.

Where Are You in Your Journey?

Recognizing your current stage helps you understand what’s holding you back and what steps you need to take to level up. Maybe you’re stuck between being a Learner and a Maker or struggling to transition from Side Hustler to Professional. Martina explains how to bridge these gaps and move forward in your career.

Why Talent Alone Isn’t Enough

Many creatives believe that if their work is good enough, success will follow—but that’s only half the story. Building a thriving creative career requires business skills, including:
✅ Marketing yourself effectively
✅ Finding and pitching clients
✅ Pricing your work for sustainability
✅ Building a strong portfolio that attracts opportunities

Join the Free Lettering Roadmap Workshop!

Want to dive deeper into these steps and learn how to turn your lettering skills into a career? Join Martina Flor’s FREE Lettering Roadmap Workshop, happening March 31st!
🎨 Step-by-step guide to mastering lettering & making money with it
🎁 Chance to win an Adobe Creative Cloud subscription
🚀 Live training sessions + Q&A with Martina

📅 Register now for free: martinaflor.com/masterclass

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Are you a lettering artist looking for ways to increase your income without sacrificing your creativity? Whether you're saving up for new tools, growing your business, or simply need extra cash, there are plenty of ways to monetize your skills. In this episode of Open Studio Podcast, Martina Flor shares five practical strategies to help you generate more income as a lettering artist.

1. Offer Custom Artwork (Yes, Even to Friends & Family!)

Many artists overlook their warmest leads—friends and family! Your close circle already knows and trusts you, making them great potential clients for personalized lettering pieces. Whether it’s wedding invitations, anniversary gifts, or home decor, offering custom commissions can be a great way to earn extra income while building your portfolio.

✅ Action Tip: Share your services on social media, send a WhatsApp message, or create a simple online order form for custom requests.

2. Sell Digital Products

Creating and selling digital products is an easy way to generate passive income as a lettering artist. You can sell downloadable prints, Procreate brush packs, or even customizable templates on platforms like Etsy, Creative Market, or Gumroad. These products require no upfront production cost and can be sold repeatedly!

✅ Action Tip: Turn an existing piece of artwork into a digital download and list it on a creative marketplace.

3. Teach Online & Build Your Authority

If you have experience in lettering, there are plenty of beginners eager to learn from you! Teaching online courses or workshops can establish you as an expert while generating steady income. Platforms like Skillshare, Udemy, or even your own website allow you to sell pre-recorded courses with little ongoing effort.

✅ Action Tip: Break down a lettering technique into short lessons and launch a mini-course online.

4. Offer Commissions to a Wider Audience

Beyond friends and family, there’s a massive market for custom lettering pieces. From business signage and logo designs to personalized wall art, you can market your services to a broader audience through social media, email marketing, or a dedicated page on your website.

✅ Action Tip: Set up a “Custom Commissions” page on your website with pricing and examples of past work.

5. Sell Merchandise Featuring Your Artwork

Turn your lettering into physical products like T-shirts, mugs, stickers, or posters! With platforms like Printful, Redbubble, and Society6, you don’t need to handle inventory or shipping—simply upload your designs, and they take care of the rest.

✅ Action Tip: Start small with 3–5 product designs and promote them on Instagram or your website.

Bonus: Join the Free Lettering Design Roadmap Workshop!

If you're serious about growing your income as a lettering artist, Martina Flor’s free masterclass is now open for registration! Learn how to master lettering, explore new income opportunities, and build a sustainable creative career.

📅 Enroll now: martinaflor.com/masterclass

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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How Jackson Alves Turned His Passion for Calligraphy into a Global Career

If you’re a lettering artist or calligraphy enthusiast, you’ve probably heard of Jackson Alves. With over 25 years of experience, he has collaborated with global brands like Apple, Montblanc, and Coca-Cola, blending traditional calligraphy techniques with modern digital tools. In the latest episode of Open Studio Podcast, Martina Flor sits down with Jackson to uncover his journey from graphic designer to internationally recognized calligraphy artist. Plus, we have exciting news—Jackson will be teaching an exclusive class inside the Lettering Seminar! Keep reading to learn more.

From Graphic Design to Calligraphy Mastery

Jackson’s creative journey started in Brazil, where he worked as a graphic designer for over a decade. Despite having a successful career, he felt something was missing. That’s when he discovered lettering and calligraphy—a turning point that led him to develop a distinctive style and work with some of the biggest brands in the world.

The Power of Believing in Yourself

One of the biggest takeaways from this episode is Jackson’s mindset. He shares how believing in himself was key to overcoming self-doubt, taking risks, and embracing opportunities. He emphasizes that if you don’t trust your own talent, it’s hard to convince others to do so. His advice? Confidence and persistence are just as important as skill.

Social Media & Career Breakthroughs

Jackson also reveals how social media played a huge role in his success. By sharing his work on platforms like Flickr (before Instagram was popular), he gained visibility, attracted clients, and even landed his first international recognition. His story proves that putting your work out there consistently can open unexpected doors.

Behind the Scenes: Working with Apple

One of the most exciting parts of this episode is the deep dive into Jackson’s collaboration with Apple. He shares insights into how he got the opportunity, the creative process behind the project, and how lettering artists can position themselves for high-profile clients.

Join Jackson Alves in the Lettering Seminar!

Want to learn directly from Jackson? He will be teaching a special class inside the Lettering Seminar, where he will break down his calligraphy techniques and share insider tips to improve your lettering skills.

📅 Enroll now and save your spot! 👉 theletteringseminar.com

Final Thoughts

Jackson’s journey is a true inspiration for any creative looking to build a career in lettering or calligraphy. From believing in his talent to leveraging social media and working with top brands, his story is packed with valuable lessons.
✍️ Follow Jackson on Instagram: @letterjack

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Is Your Mindset Holding You Back? Here’s How to Overcome It

When we think about success in the creative world, we often focus on talent, practice, and opportunities. But there’s one key factor we tend to overlook: mindset. In episode 176 of the Open Studio Podcast, Martina Flor explores how our beliefs might be limiting our growth and what we can do to unlock our true potential.

Why Mindset is Key to Creative Success

Martina shares her own journey—from doubting her skills to becoming a renowned lettering artist. She realized that what we believe about our abilities directly impacts the results we achieve.

If you’ve ever told yourself:
❌ "I’m not good enough"
❌ "I can’t make a living from my art"
❌ "I don’t have natural talent for this"

Then you might be holding yourself back.

5 Mindset Shifts to Unlock Your Potential

1️⃣ Growth over perfection
Progress is more important than perfection. Every mistake is a chance to improve.

2️⃣ Seek mentorship and feedback
You don’t have to do it alone. Learning from others can fast-track your growth.

3️⃣ Create instead of just practicing
Completing projects—even personal ones—will teach you more than endless sketching without purpose.

4️⃣ Your creative work has value
Just because you love what you do doesn’t mean you should give it away for free. Learn to charge for your talent.

5️⃣ Join a community
Growth doesn’t happen in isolation. Surrounding yourself with like-minded people can open doors.

Download the Free "Mindset Mastery" Guide

If you want to dive deeper into these mindset shifts, Martina has created a free resource: "Mindset Mastery for Graphic Artists." Download it here 👉 martinaflor.com/mindset

📢 Share this episode with fellow creatives who need a mindset boost. Let’s grow together!

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

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Turning your creative skills into a profitable business may seem like a dream, but it's entirely possible. In episode 175 of Open Studio Podcast, Martina Flor shares the inspiring stories of three women who transformed their passion for lettering into successful careers and side hustles. Whether you’re an aspiring artist or looking to grow your creative business, these real-life examples will motivate you to take action.

1. Michaela: From Uninspiring Job to Thriving Lettering Studio

Michaela was a graphic designer feeling stuck in a job that didn’t excite her. She knew she wanted more from her career and decided to dive into lettering. After joining Lettering Seminar, she built her portfolio, created her brand, and launched her own lettering studio. Within a year, she transitioned from a generalist designer to a specialized lettering artist, attracting paying clients and doing work she truly loves.

Key Takeaway:

➡️ Consistency and commitment can completely transform your career in just one year.

2. Francesca: Building a Side Hustle with Lettering

Francesca, an in-house designer from Italy, discovered her love for lettering and began practicing in her spare time. She took a low-risk approach to monetizing her skills by opening an Etsy shop. As she gained confidence and saw demand for her products, she expanded her business by launching her own online shop. Today, she successfully balances her full-time job with her lettering side hustle.

Key Takeaway:

➡️ You don’t have to quit your job to start earning from your passion—small steps lead to big results.

3. Rebecca: Elevating Her Career by Adding Lettering Skills

Rebecca, a UK-based packaging designer, saw an opportunity to stand out in her field by integrating custom lettering into her designs. She joined Lettering Seminar in 2020 and used her new skills to attract high-quality clients. By specializing in a niche market, she positioned herself as an expert and increased the value of her work, leading to better-paying projects.

Key Takeaway:

➡️ Sometimes, you don’t need a career change—just a new skill to elevate your expertise and income.

How to Turn Your Creative Skills Into a Business

Feeling inspired? Here’s how you can start monetizing your creative skills today: ✅ Identify a niche that aligns with your passion and market demand ✅ Build an online presence with a portfolio or Etsy shop ✅ Invest in learning new skills to enhance your expertise ✅ Stay consistent and committed to your creative journey

Get Your Free Guide to a Lettering Career

If you’re wondering how to build a career in lettering, download Martina Flor’s free guide, Lettering Success Secrets at martinaflor.com/guide. It’s packed with industry insights and actionable tips to help you get started!

Subscribe to Open Studio:
Stay up to date with the latest tips and strategies to grow your creative business by subscribing to Open Studio on your favorite podcast platform.

To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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Welcome to Open Studio Podcast – Episode 174!

Are you a lettering artist, illustrator, or graphic designer wondering how to build a sustainable career in lettering? Whether you’re just starting out or looking to level up, today’s episode is packed with insights on making it in the lettering world.

In episode 174 of the Open Studio Podcast, we dive into a fascinating conversation with Goodtype, a platform dedicated to lettering artists. We discuss building a career in lettering, finding the right opportunities, and overcoming challenges. Read on for the key takeaways from this episode!

🎧 Listen to the Full Episode Before we dive in, don’t forget to listen to episode 174 of the Open Studio Podcast for the full discussion. You can find it on your favorite podcast platform or watch it on YouTube!

👉 Join The Lettering Seminar 2025 to learn from industry experts and build a thriving lettering business.

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💡 How Goodtype Built a Thriving Lettering Career

From Agency Work to Lettering Entrepreneurs

Many lettering artists start their careers in graphic design, often feeling uninspired by traditional agency work. Goodtype’s founders shared how they followed the conventional path—earning fine arts degrees and working at agencies—only to realize they craved more creative freedom.

Freelancing and side projects became their escape, eventually leading to full-time careers in lettering. While one meticulously wrote a 40-page business plan to transition into freelance work, the other waited until their freelance income surpassed their full-time job. These different paths highlight the multiple ways artists can successfully enter the world of lettering.

The Power of Collaboration and Community

One of the most inspiring aspects of Goodtype’s journey is how collaboration and community played a pivotal role. The founders met through social media, bonding over a shared interest in art licensing and business strategies. What started as a simple direct message turned into a long-term partnership—proving that networking and collaboration can be game-changers in a creative career.

The episode also touches on how the online lettering community has evolved. Platforms like Goodtype now provide mentorship, inspiration, and opportunities for artists to showcase their work.

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✨ Tips for Aspiring Lettering Artists

For those looking to break into the industry, this episode offers valuable advice. Here are some of the top takeaways:

1️⃣ Experiment with Small Projects – Many lettering artists began by incorporating hand lettering into logo designs or branding projects. This small step can help you refine your skills while working with real clients.

2️⃣ Start a Challenge – One of the guests participated in a 30-day lettering challenge, which helped them refine their technique and boost their confidence. Short, consistent challenges can push you to improve faster.

3️⃣ Ignore the ‘Design Snobs’ – The lettering world has its share of gatekeepers, but don’t let them discourage you. Push past self-doubt and focus on your creative growth.

4️⃣ Utilize Social Media – Posting work consistently and engaging with other artists can lead to unexpected collaborations and career opportunities.

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🚀 The Future of Lettering: What’s Next?

The conversation also touched on where the lettering industry is headed. More artists are finding success through online courses, licensing, and brand collaborations, showing that opportunities go far beyond traditional client work.

Additionally, the episode introduced The Lettering Seminar 2025, Martina Flor’s signature program designed to teach both the art and business of lettering. Featuring industry leaders—including Goodtype—this program is perfect for anyone looking to refine their craft and build a sustainable career.

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To access the full show notes for this episode, click here: ⁠⁠⁠https://martinaflor.com/podcast

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