The Power of Personal Projects and Building a Career on Your Own Terms – Interview with The Angry Designer (Part 2)
In this second part of my candid conversation with The Angry Designer Podcast, we dive deep into the creative mindset and the business of lettering. If you've ever wondered how to turn your creative passion into a sustainable career—or how to find your voice in a saturated industry—this is the episode for you.
We explore what it really takes to build a long-lasting career in lettering design, how personal projects have been game-changers in my journey, and why mentorship has become a central part of my mission.
Whether you're a graphic designer, illustrator, lettering artist, or simply a creative soul looking for inspiration and direction, you’ll find practical advice and mindset shifts you can start applying today.
🔥 What You’ll Learn in This Episode:
Why personal projects matter more than ever
My complete creative process from idea to final vector artwork
Why Adobe Illustrator is still the go-to tool for professional lettering artists
How I balance business, motherhood, and art (spoiler: it’s not about being perfect)
The real impact of mentorship and helping others grow
How to create a body of work that truly reflects your voice
Why you don’t need permission to start doing what you love
💬 Favorite Quote from This Episode:
“When you create work that reflects who you are, you start attracting the projects you were meant for.”
Let me know if you'd like this adapted into a newsletter or medium post too.
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.
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
Why Lettering Is the Missing Piece in Your Design Career: My Interview on The Angry Designer Podcast (Part 1)
In this special two-part series of Open Studio, I’m sharing an honest, behind-the-scenes conversation I had with Massimo from The Angry Designer Podcast. This interview was full of real talk about creativity, career paths, personal branding, and the truth about what it takes to thrive as a lettering artist today. If you’ve ever wondered whether specializing in a niche like lettering could be the game-changer your creative career needs—this episode is for you.
🎯 What You’ll Learn in Part 1
The typography myth: Why many designers still confuse lettering with type design—and how understanding the difference could unlock new opportunities.
The truth about generalists: Why trying to “do it all” might be the very thing holding you back from standing out.
My personal story: From leaving Argentina with just a dream and a suitcase to building a lettering studio in Berlin.
Starting from scratch in a new country: How being a complete outsider helped me shape a new identity and career.
Why your story matters: How building a personal brand around who you are—not just what you do—can help you land your dream clients.
💬 One Powerful Takeaway
“You can be the most talented designer in the world, but if no one knows who you are or what you stand for, you’ll be invisible.”
This interview digs into the mindset shift that helped me go from unknown to working with brands like Vanity Fair, Cosmopolitan, and Adobe—and how you can do the same, starting from wherever you are.
Stay tuned for Part 2 of this interview in Episode 186, where we talk about pricing your work, navigating trends in design, and how to build a sustainable business doing what you love.
If this episode resonated with you, I’d love to hear about it. Tag me @martinaflor on Instagram and share your thoughts!
Let me know if you'd like this adapted into a newsletter or medium post too.
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.
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
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.
🎓 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.
✍️ 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.
📚 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 👀
🗓️ 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!
💬 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.
🔗 Links & Resources
📚 Grab Martina’s book: The Golden Secrets of Lettering
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.
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.
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:
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?
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]
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]
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.
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.
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.
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.
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.
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
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.
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
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.
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.
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.
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.
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.
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.
