Alán Guzmán is a letterer and graphic designer from Sonora, México.
He co-founded Lettres Studio—the first Mexican lettering studio.
Specializing in using letters for visual communication, he creates striking compositions for advertising, editorial design, branding, and packaging using digital and traditional media.
With over 13 years of experience, Guzmán has worked with major brands, including Vans, Old Spice, Audi, Absolut Vodka, Tequila Don Julio, Coca-Cola, Nike, and Apple.
Thank you for agreeing to be part of our Typism Lettering Feature Interview series, Alán. What initially inspired you to start lettering, and how did you discover your passion?
I think I share this with many colleagues; I started through graffiti at a young age. I loved skateboarding, punk rock, and graffiti—perhaps that's the essence of being a ‘90s kid. I studied graphic design and then rediscovered my love for letterforms in my typography class.
Can you share a pivotal moment in your lettering journey that significantly influenced your artistic style?
As I mentioned, I started with a strong influence from graffiti, particularly the ‘tag style,’ which is like an artist's signature. I began using brush pens and learning calligraphy. My early years were focused on script lettering and flourishes, but I've always tried to experiment and learn more each year. I don't think I have a ‘style’ per se; I just want to have fun and experiment with letterforms.
What are some essential techniques or skills that you believe every lettering artist should master?
Definitely calligraphy. You don’t need to master it, but learning how to use the most popular tools and understanding how they work is essential. Knowing how to build and draw letters from simple forms like circles, squares, and triangles is fundamental to the art of lettering. Mastery of composition, weight, and spacing comes with practice.
How do you approach continuous learning and skill improvement in your lettering practice?
I challenge myself to learn something new every year, whether a new style or tool. To stay current with new methodologies, I follow various tech, design, trend, fashion, lettering, and calligraphy channels. I am also inspired by colleagues who are constantly innovating, which motivates me to improve my skills.
If I have the time, I try to explore new techniques and lettering styles on personal projects. Sometimes, those experiments become commissioned work. You don't have to wait for the client to ask you for a specific design; create a fictional, personal project and explore your creativity with it.
How did you transition from lettering as a hobby to making it a sustainable business?
It all started as a new skill, something I was really passionate about. I always tried to incorporate it into my design work. In my early years, while working as a graphic designer at ad agencies, I seized every opportunity to include a lettering piece in my projects. Sometimes, these were approved, though other times, they were completely unnecessary, but I kept trying. Eventually, my freelance lettering work began to grow, and I decided to go full freelance, focusing solely on lettering design.
I think that’s when I realized I needed to be successful because it became my sole source of income. So, I pushed myself to chase new projects every day, be active on social media, and promote my work on every platform I could, both digital and in real life.
What strategies have you found effective in promoting and monetising your lettering work?
As I mentioned, sharing your work is crucial.
We often want to post only our biggest projects, but I believe every passionate project is a banger. Sure, some work might not satisfy our designer ego, and it's okay to keep those for ourselves, but the more you share the work you enjoy, the easier it is to find the right clients.
Social media isn’t everything; I also try to be present at events I enjoy, give away cool stickers, and create merch with my designs so that people in my community can see what I do and connect with me and my work.
What does being part of an online lettering community mean to you, and how has it impacted your journey?
It means a lot to me. I enjoy sharing ideas, getting inspired, and staying current with trends in lettering design and new tools. It’s exciting to see how quickly the lettering community has grown over the past few years, and I love being a part of it.
What trends do you see emerging in the lettering world, and how are you adapting?
The elephant in the room is AI—it's growing so fast that we can’t ignore it. We need to adapt it into our workflow. I see people using it to their advantage, and I'm trying to learn how it can enhance my lettering work. It’s a tool; we must understand how to integrate technology to make our lives easier.
Can you share a success story or milestone in your career that you're particularly proud of?
I’m most proud of the Bohemia beer project, which I did alongside my brother, Ritchie Ruiz—do check out his work.
Dream Project or Collaboration
Alán loves football and has favourite teams, but working on any sports-related project, especially an international tournament or with an international sports brand, would be a dream come true for him.
We hope you enjoyed our feature interview with Alán Guzmán.
For more of his work, visit Alán’s website or follow him on Instagram @zhompi
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padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403773330 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1720403751534 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403751534 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1720403751534 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403751534 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403751534 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1720670091084 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720670091084 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ background-color: ; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1720670091084 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720670091084 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720670091084 { text-align: ; } } #block-1720670091084 .block, [data-slick-id="1720670091084"] .block { display: flex; justify-content: flex-start; } #block-1720670091084 .image, [data-slick-id="1720670091084"] .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1720670091084 .image__image, [data-slick-id="1720670091084"] .image__image { width: 100%; } #block-1720670091084 .image__overlay, [data-slick-id="1720670091084"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1720670091084 .image__overlay-text, [data-slick-id="1720670091084"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1720670091084 .block, [data-slick-id="1720670091084"] .block { display: flex; justify-content: center; } #block-1720670091084 .image__overlay, [data-slick-id="1720670091084"] .image__overlay { opacity: 0; } #block-1720670091084 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1719902569227 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1719902569227 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1719902569227 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1719902569227 .block { /* default padding for desktop */ padding: 0px; padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 10px; } } /* mobile text align */ @media (max-width: 767px) { #block-1719902569227 { text-align: left; } } #block-1719902569227 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1719902569227 .btn--outline { background: transparent; color: #68d3d7; } #block-1719902569227 .card__footer { color: } /* flush setting */ #block-1698111760405 { padding: 0; } /* margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ background-color: ; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 20px; padding-right: 0px; padding-bottom: 20px; padding-left: 16px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698111760405 { text-align: ; } } #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: flex-start; } #block-1698111760405 .image, [data-slick-id="1698111760405"] .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1698111760405 .image__image, [data-slick-id="1698111760405"] .image__image { width: 100%; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1698111760405 .image__overlay-text, [data-slick-id="1698111760405"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: center; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; } #block-1698111760405 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 10px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698919145984 { text-align: left; } } #block-1698919145984 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1698919145984 .btn--outline { background: transparent; color: #68d3d7; } #block-1698919145984 .card__footer { color: } /* flush setting */ #block-1698913035794 { padding: 0; } /* margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* default padding for desktop */ /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698913035794 { text-align: center; } } #block-1698913035794 .btn, [data-slick-id="1698913035794"] .block .btn { color: #ffffff; border-color: #68d3d7; border-radius: 0px; background-color: #68d3d7; } #block-1698913035794 .btn--outline, [data-slick-id="1698913035794"] .block .btn--outline { background: transparent; color: #68d3d7; }
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