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How I Work
A successful marketing campaign reaches its audience through empathy; it senses the characteristics that make its listeners and viewers unique, and communicates in that language. My job as a lettering artist is to do that with authenticity. In an increasingly technological world, I welcome the return of the human hand and voice. I approach my work as an actress; with my brushes, pens and specialized tools I make the spoken word visible. I work with small start-ups and the Fortune 500, and tailor the artwork to fit your budget.
We start with a conversation. I want to know your personal taste. I want to know your audience, and how you differentiate your product or message from the crowd. We look at samples of fonts and hand-created letterforms, talk about what you do and don’t like, and begin to bring specific detail to that tantalizing vision in your mind. Throughout this process we establish the feeling you want to convey and the visual style that interprets it best. Whether your project is a brand mark, book jacket, greeting card or ad campaign, we look for the way to best express its unique DNA.
Then for inspiration I put on my favorite music, nuevo tango, Bombay Dub Orchestra, or my eternal muse Brian Eno. I use as my guide the mantra of improv theater: Yes Let’s! I begin most projects working directly by hand in ink or paint. I may do dozens of versions of an icon or a word or I may work slowly and carefully building up typographic forms. I then retouch if necessary, scan and email the artwork to you. After your response I revise as needed and provide final art as a high resolution scan or as vector art. A more detailed description of how to work with calligraphy and hand lettering can be found in the Design Guide.
Give me a call, and let’s create something unique and fabulous, something new you’ve never seen before!
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