Martina Flor is an award-winning Lettering Artist, Author, Educator, and the founder of The Lettering Seminar, a leading program in lettering design.
With over 14 years of industry experience, she has collaborated with global brands, spoken at top design conferences—including TEDx—and built a thriving business around custom typography. She is the author of The Golden Secrets of Lettering, The Big Leap, and Make It. Over 100,000 creatives have used her books, courses, and coaching to master hand lettering and turn their creative skills into a successful career.
What initially inspired you to start lettering, and how did you discover your passion for it?
I started out as a graphic designer working on traditional design jobs, but in my free time, I explored illustration. My first real interaction with lettering happened when I attempted to design my own logotype as an illustrator. That’s when I realized two things: first, that I loved drawing letterforms, and second, that I had no idea what I was doing.
Curiosity led me to learn more, and that’s when I truly fell in love with lettering. It was the perfect marriage of two things I was passionate about: drawing and the structure of design. Lettering is unique because it’s not just about self-expression—it’s about communicating a message effectively, and I love the challenge and responsibility that comes with that.
Until then, I had been doing what many designers do—working on various projects without a clear specialization. But discovering lettering changed everything. Mastering this skill allowed me to carve a niche, become an expert, and unlock a creative career I never imagined was possible.
What are some essential techniques or skills that every lettering artist should master?
Two things: observation and fundamentals.
Your eyes are your most important tool as a lettering artist. You need to develop a trained eye for letterforms, spacing, and composition. The more you analyze type around you, the more refined your sense of design becomes.
At the same time, mastering the fundamentals is crucial. Many people skip this part because they believe creativity is about freely expressing yourself. But in lettering, there are clear rules—like legibility, proportion, and balance—that you need to understand in order to break them effectively. Without that foundation, it’s easy to hit a roadblock.
Once you truly understand the craft, you start seeing the world differently. You notice typography everywhere—on signs, books, packaging—and you begin analyzing it. You think about what works, what doesn’t, and how you would improve it. This simple habit trains your skills daily and makes you a better lettering artist over time.
How did you transition from lettering as a hobby to making it a sustainable business?
The biggest shift happened when I stopped practising and started creating.
I used to sit down and doodle letters with no clear goal, leaving sketches unfinished. The moment I treated every piece as a real project, things changed. I started completing work, building a portfolio, and showcasing finished pieces that positioned me as a professional, not just a hobbyist.
Another key shift was how I introduced myself. Instead of saying, “I’m a graphic designer,” I started saying, “I’m a lettering artist.” This might seem small, but it sends a strong message—not just to others, but to yourself.
Beyond the work itself, I realized that opportunities don’t just come to you—you have to create them. I stopped waiting to be discovered and started actively reaching out to potential clients, sharing my work, and networking. I made sure my name was on people’s minds when they thought about lettering.
A career in lettering requires mastering both the craft and the business side. Your creative work is your superpower, but if you don’t actively promote yourself, opportunities will be limited. You have to work on both to truly succeed.
What does being part of an online lettering community mean to you, and how has it impacted your journey?
When I started my career as a lettering artist, I faced an additional challenge: I was a South American immigrant to Germany. I didn’t speak the language, I had no network, and I was starting completely from scratch.
One of the most pivotal decisions I made was to join a local typography meet-up in Berlin called Typostammtisch. For the first time, I was surrounded by people who were making a living doing exactly what I wanted to do. That experience gave me confidence, motivation, and, most importantly, a sense of accountability.
That’s why community is so important. No one succeeds alone. Surrounding yourself with people on a similar path pushes you forward. That experience influenced how I teach today—I make community an essential part of my students’ learning journey. Whether online or in-person, finding your creative community can be a game-changer.
We hope you enjoyed our feature interview with Lettering Legend Martina Flor.
For more of her work, visit Martina’s website or follow her on Instagram @martinaflor
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} #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 */ #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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