Have you ever looked back and wondered what you’d change if you could start your creative career all over again? In this episode of the Open Studio podcast, I share the three biggest lessons I’ve learned in over a decade as a lettering artist, and what I’d do differently if I were starting from scratch today.
Whether you're a beginner lettering artist, illustrator, or creative entrepreneur, this episode offers real-world advice that can help you skip unnecessary struggles and make smarter decisions from day one.
In this episode, we cover:
How Becca transitioned from beginner to full-time calligraphy educator
The story behind Workshop Week (including early failures and how it grew!)
The mindset shift from competition to community
Tips for growing a loyal creative following
The behind-the-scenes of building online events for artists
Why being visible matters—and how to do it in a way that feels good
This is an honest and encouraging look at what it really takes to grow a creative career—and why you don’t have to do it alone.
🎉 Join Workshop Week for FREE!
Workshop Week is a free online event that brings together thousands of artists and creatives from all over the world. You’ll get to take live classes, connect with fellow creatives, and discover new tools for growing your art and business.
Follow Workshop Week: @theworkshopweek 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
If you're an artist or lettering lover feeling isolated or unsure of how to grow your creative practice, today's episode of the Open Studio Podcast is one you can’t miss.
I sat down with Becca Courtice, modern calligrapher, instructor, and founder of the global event Workshop Week, to talk about the power of creative community. Becca has built one of the most engaged and supportive audiences in the art world—and in this conversation, she breaks down exactly how she did it.
Whether you're just starting your journey with calligraphy and lettering, or you're ready to build a brand and audience around your skills, this episode is packed with inspiration, laughs, and practical advice.
In this episode, we cover:
How Becca transitioned from beginner to full-time calligraphy educator
The story behind Workshop Week (including early failures and how it grew!)
The mindset shift from competition to community
Tips for growing a loyal creative following
The behind-the-scenes of building online events for artists
Why being visible matters—and how to do it in a way that feels good
This is an honest and encouraging look at what it really takes to grow a creative career—and why you don’t have to do it alone.
🎉 Join Workshop Week for FREE!
Workshop Week is a free online event that brings together thousands of artists and creatives from all over the world. You’ll get to take live classes, connect with fellow creatives, and discover new tools for growing your art and business.
Follow Workshop Week: @theworkshopweek 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
Is Social Media Still Worth It for Artists in 2025?
If you’re an artist, designer, or illustrator wondering whether social media is still a valuable tool for growing your creative career—you’re not alone.
In Episode 189 of the Open Studio Podcast, Martina Flor tackles a question many creatives are asking in 2025: "Is social media even worth it anymore?"
With ever-changing algorithms, declining engagement, and the pressure to show up constantly, it’s easy to feel burned out and invisible. But Martina shares a powerful shift in mindset that can help you reclaim social media as a tool—rather than a source of stress.
💡 What You'll Learn in This Episode:
The real reason social media feels harder today (and what you can do about it)
Why it’s more important to be visible than to go viral
How to stop chasing followers and start owning your audience
What Martina changed about her own content strategy—and why it worked
🔑 Key Takeaway:
“The goal is not to play the algorithm. The goal is to show up with intention.” — Martina Flor
Whether you're just starting out or growing your freelance business, this episode is filled with realistic and empowering advice for navigating social media as a creative in 2025.
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 You’re Not Getting Noticed (and How to Fix It)
If you’ve ever poured your heart into your creative work—only to feel like no one’s paying attention—you’re not alone. In this episode of Open Studio, I’m talking about one of the biggest frustrations creatives face: visibility. Why does it feel so hard to get noticed, and what can you do to change that?
Whether you’re a lettering artist, illustrator, designer, or creative freelancer, this episode will give you clarity on why your audience might not be finding you—and what you can start doing today to shift that.
🔍 In this episode, I cover:
The real reason your work isn’t being seen
The dangerous mindset trap of waiting to “be discovered”
Why talent alone isn’t enough to build visibility
The difference between showing up and posting aimlessly
Actionable steps to get your work in front of the right people
💡 Key Takeaways:
You don’t need a massive following to get noticed. You need the right people to see the right kind of work. I show you how to build that bridge in a sustainable way..
Visibility isn’t luck—it’s strategy. Many artists wait to be picked, hoping a client or influencer will stumble across their work. In reality, building visibility is about being intentional with your presence and your message.
Your audience needs to know you exist. The algorithm is not against you. But it’s not going to do the work for you either. This episode breaksdown how to create connection, not just content.
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
How do you build a sustainable career as a freelance illustrator today?
In this inspiring episode of Open Studio Podcast, Martina Flor sits down with James Hughes—illustrator, educator, and creator of The Illustrator’s Guide—to unpack what it really takes to grow a creative business from the ground up.
Whether you’re just starting out or looking to turn your side hustle into a full-time career, James offers a real-world look into the mindset shifts, strategies, and tools that helped him go from uncertain beginnings to running a thriving online platform for illustrators.
In this episode, you’ll learn:
🎯 Why mindset is the foundation of a sustainable freelance career
💌 How James uses email newsletters to build trust and connect with clients
🧠 The power of teaching others—and what it taught him about his own creative journey
📉 How to navigate the real-life challenges of freelance work without burning out
🚀 What it means to define success on your own terms
This isn’t a sugar-coated story. It’s an honest look at the ups and downs of working independently—and how you can grow both creatively and financially while staying true to yourself.
About James Hughes
James is the founder of The Illustrator’s Guide, where he helps freelance illustrators build profitable, sustainable careers. Follow him on Instagram @jameshughesdraws.
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
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.”
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.
