Jennifer Hines is a freelance illustrator and lettering artist who creates fun, whimsical, and colourful illustrations to make you and your audience smile.
Jennifer has worked with Quarto Books, the LA Times, and Workman Publishing and licenses her work for greeting cards and other products.
She is from Chicago and is currently living the expat life in London after a few years in Amsterdam.
What initially inspired you to start lettering, and how did you discover your passion for it?
I started letting in two waves. The first was through an online brush lettering challenge by Random Olive on Instagram—she would post a word for each day, and I started playing around with brush lettering for 5-10 minutes before my corporate job. Just a few minutes a day, but over time, my skills and confidence in brush calligraphy and modern script increased so much!
This small investment daily became a meditative habit, and the improvement I saw kept me going.
The second wave was when I started creating lettering illustrations, drawing letters and artwork from scratch. This stemmed from a Skillshare class by Mary Kate McDevitt, in which she taught me how to plan a lettering composition, fine-tune it, ink it, add hand-made textures to it, and finally digitize the entire thing.
This blew my mind because it combined my two loves: words and drawing. I started creating images for greeting cards and to share on social media, and the rest, as they say, is history.
What advice would you give to aspiring lettering artists who are just starting and seeking inspiration?
When I first started, it was hard to see all these beautiful works by established lettering artists, but we've all been a beginner once. I really can't emphasize enough that practising is the only way to improve your skills—it's not a special tool, or pen, or even method.
Just sit down and do it, even if it's just 5-10 minutes a day. Over time, you'll see your skills improve and your style evolve.
What are some essential techniques or skills that you believe every lettering artist should master?
Knowing the letterforms and feeling confident in how to form them is essential to creating lettering that is believable and doesn't distract from the message.
Once you practice the script letters and know how they are formed, it becomes second nature, and you can just focus on the composition and spacing.
The same goes for block or serif letters--they are familiar to us as letters, but they need to be understood as shapes. Where do the thick parts go, and how do the inner shapes go together?
Once that is understood and second nature, the compositions become much more confident and solid.
Also, remember that lettering is about readability! No matter what decorations or swashes you decide to put on a letter, make sure it's still readable!
Can you share an example of a project or challenge that pushed you to grow as a lettering artist?
To improve skills, I think it's important to take workshops or classes, join peer groups to gain a different perspective and take a fresh look at your artwork to see things you might not notice.
Early on, I took workshops with Ken Barber and Nick Misani, and they both gave me nuggets on how to form letter shapes, which blew my mind. Sometimes, it just takes seeing things from a perspective that isn't your own, especially when we make things, share them in our own little bubble, and get no feedback most of the time.
Sharing is fun, but it's very valuable to get actionable or personalized feedback from people you trust to improve and continue growing.
Can you discuss the role of community and networking in building your lettering business?
Community and networking have been imperative in my freelance journey. Not only can I get support from people going through similar things, but I can learn new things, find out about tools that may help my business run more smoothly, as well as be kept in mind for future opportunities.
Word of mouth is still a great way to get jobs, so it's important to network with all sorts of people. Plus, it's nice to get out in the world when we normally sit at our desk or work with our headphones on—it reminds us that there are things more important than what's on-screen.
What advice do you have for lettering artists looking to diversify their income streams beyond freelancing?
Over the years, I've done lots of different aspects of illustration to test out different income streams, including teaching (both online and in-person), recording instructional videos and blogs, making and selling products (through in-person markets and online platforms), agency freelance pools, cold-emailing potential clients, Patreon memberships, licensing images on stock sites, graphic design roles, selling art to POD platforms, book illustrating for self-published authors... the list can be long for potential income streams.
Some have been more successful than others, and some I enjoyed more than others.
The key is to try them out a couple at a time and then do a quarterly or end-of-year audit to see what was most worth the effort and also what I enjoyed.
If I hated it and it also didn't pay, I stopped doing it.
Every year, I review each method and think about determining what I want to keep doing—it's a good practice to get into. It's good to try out different things to see what works, as well as protect your income to make sure if one thing stops working, you still have other options.
There's one thing we can always rely on, and that's change, so what works one year may not always continue working well.
What does being part of an online lettering community mean to you, and how has it impacted your journey?
The lettering community has been influential in helping me find my tribe and revel in the nerdiness of typography. In the beginning, I felt like I was doing it alone, but I ended up going to several lettering-inspired conferences and meeting so many fun people.
It's quite a friendly, tight-knit space, so it really helped me with my confidence, finding resources to improve, and feeling at home and supported, which gave me the confidence actually to call myself a letterer and work freelance at it. I even started a little lettering club to draw together in a cafe once a month. The times when I got together with other letterers are some of my favourite times!
Can you share a success story or milestone in your career that you're particularly proud of?
One of my favourite career milestones was working on my first book for Quarto Publishing. It was a cocktail book of recipes based on the movie The Big Lebowski, so it was full of super fun nuggets from the plot and characters. I drew over 65 full-page illustrations featuring a cocktail, a lettered cocktail title, and elements that highlighted the scene or moment from the movie. I also got to do the front cover.
The project combined my favourite things of cocktail illustration and lettering and centred on a fun movie that I really enjoyed, so research was a delight (I watched the movie at least 10 times). Plus, it was great seeing it in print and knowing that I had done the entire book imagery!
Very proud to have done such a big project on a topic close to my interests.
Dream Project or Collaboration
I'd love to work on packaging or label design for an alcohol or beer brand. I love how creative these can be for seasonal campaigns and promotions, and since they are limited-release products, there's such flexibility to really try something new and exciting.
We hope you enjoyed our feature interview with Typism 100 member Jennifer Hines.
For more of her work, visit Jennifer’s website or follow her on Instagram @abctypography
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} #block-1720403511003 .image__overlay-text, [data-slick-id="1720403511003"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1720403511003 .block, [data-slick-id="1720403511003"] .block { display: flex; justify-content: center; } #block-1720403511003 .image__overlay, [data-slick-id="1720403511003"] .image__overlay { opacity: 0; } #block-1720403511003 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1720403741816 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403741816 .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-1720403741816 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403741816 .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-1720403741816 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1720403773330 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403773330 .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-1720403773330 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403773330 .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-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-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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