← The Angry Designer Graphic Design, Freelancing, Branding & Creative Business Podcast
The Angry Designer Graphic Design, Freelancing, Branding & Creative Business Podcast
Why Graphic Designers Fail to Turn Lettering Into a Career and How You Still Can Do It with Martina Flor Part 2
00:43:01
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- [00:00]
Martina Flora
Before, in the beginning of my career, it was a lot more about like developing my profile and doing great work and being recognized for what I do. Nowadays, I have switched sides and I feel that it's a lot more about helping others do that, helping others make names for themselves, build careers that they love. And I love that.
- [00:25]
Massimo
You're listening to the Angry Designer podcast where we help frustrated graphic designers crush the industry bull and share what it takes to charge what you're worth and build badass, rewarding careers. Welcome back, Angry Designers, to this part two of our interview and our conversation with the one and only Ms. Martina Floor. She is such an amazing artist and business person and she gives so much. If you didn't check out episode number one, you have to stop right now. Not that I'm pushing you away, but listen to that part first. Because I mean her and how she got to where she is is just mind blowing. And I think we can all take a little bit from that about discovering and following your true passion in this space. Without further ado, let's get into this. But hey, don't forget to sign up for the Anger Management for Designers. It's that newsletter that we keep pushing week after week that's going to give you more information, more fun, more stats, more stories, more everything to help you get where you want to be in your design journey. Let's go. Walk me through your typical process. If somebody comes to you and they're like, Martina, I, I, I want a lettermark, a word mark, something beautiful from you using the word love, we'll say what is your process?
- [01:41]
Martina Flora
Oh I love this. So I would say first we have a briefing, so a briefing call or a written briefing. And from that briefing I will normally pick up on some keywords that are provided in that briefing. So color schemes and also like keyword have to do with the mood and the message we are trying to convey. As I mentioned before, we are telling stories through letterforms. So I need to identify what are those stories so that I can infuse them in the design. Then I will move on to creating small or testing a few ideas. So kind of creating the small scribbles or thumbnail sketches as I call them, where I where I explore different ways of solving that problem and then I will move on to choosing one direction. What is great about the world of letterforms is that there are so many options to one problem inside our we run a community of lettering artists, a membership where we help lettering artists develop their skills and build careers around lettering design. And we Have a monthly briefing or a monthly portfolio challenge, we call it, where we deliver one briefing that everybody needs to create artwork for. And it always amazed me the variety of solutions that you have for one briefing. So for one briefing, you have so many different designs. And when you are a lettering designer, you need to be careful because you can, you can really, you know, go crazy with all the possibilities. You can, you can go after. So you need to choose one and kind of make it work. I always say that is a little bit like a, like a, like having a partner. Like there's thousands of possibilities out there, but you have to choose one and try to make it work.
- [03:51]
Massimo
So good analogy.
- [03:53]
Martina Flora
Yeah. So, yeah. So then I choose one direction from these thumbnail sketches that I mentioned before. Do you show the client these sketches, the timely sketches? Never, never show the client the timely sketches because it presents the client with all this myriad of possibilities which they cannot choose from. Like, it's like analysis paralysis. So it's always like two options, three options maximum. And then I guess, I guess in your agency is the same way. So you have like, you know, when you send a proposal, you have a few options they can choose from. Yes. And then they give me feedback and I move on to the digital drawing, which for my. The type of work that I do normally, the result is digital. It's a vector drawing. So I would move on to drawing those shapes that I sketch by hand. I would draw them in vectors and I will essentially turn them into a vector drawing with effects and colors and volume and all that stuff that I love.
- [05:12]
Massimo
What software are you using for the vector? Is it Illustrator or are you on something different?
- [05:16]
Martina Flora
Yes, so I use Adobe, Adobe Illustrator. And there's a reason for that. I know that many lettering artists create their work in procreate nowadays, but I also think that the Adobe Illustrator technique is the one we teach inside our community, because it is, I would say, the one software or tool that, that at the end of the day, every lettering artist, lettering designer will need to dive into because they are creating a logotype for a client that needs to be scalable, because they are creating a design for a billboard campaign that needs to be huge in a huge resolution, so they need to vectorize their work. So yes, I would say that this is the reason why I use Adobe Illustrator also, because it gives you the full control over the shapes, which is like, you know, having those anchor points creating that perfect curve. You can only achieve it with the vector drawing.
- [06:29]
Massimo
So I, I just would have thought that people would still be Using like a stylus pen to draw this out. But in Illustrator, it's not very friendly for that, is it?
- [06:38]
Martina Flora
It's true in the very beginning it feels very, very weird and very limiting, but at the same time within a vector program. And this is becoming really technical. But I know that your audience will enjoy this because they know what I'm talking about. When you draw letterforms in vectors, you are using something that is called extrema points, which are, when you are inside Adobe Illustrator, you have these anchor with the handles and there's a specific placement for these points that is only on the extremes of the shapes, which makes or allows you to draw a shape with the minimum amount of points. And for. I know that this technique is very, very mind blowing for a lot of illustrators and designers when they learn this technique, they realize like, oh my God, there's a different of drawing shapes and the one I used to work with my entire life. And this, the fact that you're working with the minimum amount of points and that they are placed on the extremes allows you to really control the shape of a letterform or of a swash or a stroke ending, which is amazing. It gives you a level of perfection that if you are a perfectionist, you can be as perfectionist as you want because it's just, yeah, it's like as perfect as, as it gets.
- [08:16]
Massimo
Right. Where, where, where, where would you recommend anybody start if they wanted to, you know, dabble more or, or take a step towards maybe being a letter writing artist? Like, where would anybody. I, I wouldn't even have an idea. I, I'd start looking at things that look good and maybe copy them. But that's probably the worst way to go about it.
- [08:32]
Martina Flora
No, Well, I, I think, I think we often, many of us start there by looking at work that inspires us and that. And then we feel a little bit like an imposter because we are just creating a copy of that.
- [08:50]
Massimo
I feel that way, yes.
- [08:51]
Martina Flora
Yeah. But it's totally fine and it's totally normal for most of us to start there. So I would say for someone just starting, I will just start by drawing. And drawing often. I think that that is something that I did early in my career and that it really gave me results first, not only in terms of the results that I was getting in my own drawings, but also because it gave me that lens through which I see the world. I think that, you know, becoming very passionate about the craft or becoming an expert in a craft gives you a lens through which you see the world. And with lens, I mean that whenever I travel to a new city, you will see me looking up, like, trying to find new signs or vernacular signs that I would just snapshot and save in my phone, you know, because this is what I'm passionate about. This is what I'm interested in. And if you can turn that into your lens, you know, as a beginner, if you can already switch that attitude and instead of walking down the streets and scrolling through the Instagram feed, you can look up and start looking at the typography around you. There's a lot to be learned from that experience. Only then drawing, that's the thing. Number two. So first turn lettering or letter forms into your lens or make it your focus. I would say number two. Number two, draw often. And number three, if you find that this is something that is really interesting to you and you want to dive deeper, then you can think about, like, learning the fundamentals and going a little bit more seriously about it. So you can do that by joining a community where you can learn more, by joining a course where you can learn more about the. The fundamentals of type design or letter design. What is important is that there are fundamentals and there are theory that needs to be learned in a way so that you can. You can really develop your work. And I've seen that happening to me, like when, you know, when I look at the work that I was doing before actually committing to learning lettering and the work that I did after, there is a huge shift in quality and output. Yes. And I always say that everything has its own rules. And once you learn the rules, you can play the game. Right. But before that, you're just like. Yeah, you're just, like, moving around without direction.
- [12:01]
Massimo
You're dabbling.
- [12:03]
Martina Flora
You're dabbling. Yeah, yeah.
- [12:05]
Massimo
I remember seeing your Instagram feed, and I think it was one of your posts and it was you in the streets just observing type on all this. I loved that because that feels. I mean, I can relate to that because I can never turn it off. If I'm out in the streets, you know, and I see something, even if I'm just, you know, hanging out with my kids or, you know, going to see a movie and I see something that catches my eye, I will pick up on it. I'll take up my phone, I'll take a picture of it. I'll remember it. It's. I can't ever turn that side of me off.
- [12:37]
Martina Flora
That's your lens, Massimo. That's your lens. And also you. I bet that you cannot also, like, Turn off the, solving the problem solver inside you, which is like trying to fix whatever is not right. Right, right. Yeah. So, and I think that's a lot of, you know, there's a lot of learning in, in that process of looking at things, noticing things, thinking about how you can fix them. So that is already a great place to start.
- [13:11]
Massimo
Yeah, that's, that's just in ingrained in us as designers. I, I, I, I don't even know how we could stop. I could never stop. I could never turn. That's a good analogy. I like that. So, you know, I mean, I can keep going on here. There's a million other questions, but I'm curious on your take right now on the industry, like what you feel about design on a whole, what you've seen. There's a lot of shake up. I'm sure your industry is susceptible to AI like everybody else's. Like what, what is your take overall on what we're seeing happening right now in our space?
- [13:42]
Martina Flora
Well, I'm, I'm a, I'm really positive about in general about life and the future, but specifically with this time in which we are currently living in, I mean we have our new designers and lettering artists. They have access to tools that we didn't have access to before. You know, nowadays you can build an audience, you can promote yourself, you can work with someone across the world a few clicks. Things that before were in the hands of a few people. I remember that back when I started Instagram was just starting out, but before that, in the times that where I was working in house for agencies and companies, I remember that booking or advertising was a lot about having that space in a magazine, having a spread or a one pager in a magazine and that would cost $15,000. And therefore being able to promote yourself was about having that capital, having that money. And also the media was in the hands of just a few media companies. And nowadays it's in your hands. You have it in your bucket with your phone and you have all these platforms. So I think it's such a unique moment for creatives and anybody doing something unique to build their own world and universe and attract people to it. So I think I see a lot of that in the future. I see a lot of artists and designers that are leaving the shadows and being a lot more in the, in the forefront, using these tools to create their own audiences and start movements. I've done this from my own little studio here in Berlin. We have a community of lettering artists that we support every day. We have Programs where we work with designers and lettering artists and we help them build careers. So we have, me and my team, also small team, a little have in this part of the world, is working with people worldwide and is like inspiring people through books, through content. And you can do the same. Anybody can do the same because we are using the same tools that you have right now in your pocket. So I see so much opportunity for creatives to build their own impressions, imperiums. And when it comes to AI, I feel that it is a great shift in our times. It's going to revolutionize our time and the way we produce work. And I have to say that throughout my career, I've seen several of these shifts, and they have always been beneficial for creatives in terms of saving them time, allowing them to do more with less effort. So I can only see this, I can only embrace this new technology because I know it's gonna open doors for us creatives to have more time to do the work we love and to create these universes that attract the. The right people our way.
- [17:35]
Massimo
Good. What's so optimistic? I love it and I agree with everything you said. How refreshing.
- [17:41]
Martina Flora
I love it. Massimo. Yeah, I'm really looking forward to see what happens in the future. But also, you already see it nowadays. Look at us. Look at us. You are, Massimo. You're creating, recording this podcast from your hub. We are talking across the world.
- [18:02]
Massimo
Across the world?
- [18:04]
Martina Flora
Yes. That's. That's crazy. And we are doing it through an app that anybody has access to, so.
- [18:10]
Massimo
That's absolutely right. Anybody now could be a broadcaster. It's a beautiful thing, isn't it?
- [18:14]
Martina Flora
Yes.
- [18:15]
Massimo
So cool. So as we tie up here, you've. Okay, you've done some really cool personal projects and some collaborations, right? Your lettering versus calligraphy. I mean, I think that was actually a really. Okay, so you can talk about that. But then, of course, because that blew up probably a little bit more than you'd probably expected, which is a good thing. But I mean, talk about that and then how you feel the importance of personal projects as you continue to develop as a designer, mature as a designer.
- [18:48]
Martina Flora
So I think right now, especially right now, personal projects, you know, tying up with what we just mentioned, personal projects, and creating your own personal universes is like the way to go. And personal projects are a great way of infusing or, you know, of creating those magnets for the kind of work you want to do. So back then, just giving the background story of La Rain versus calligraphy, which is this project I created in the Very beginning of my career, which was an online battle with a calligrapher. So again, education time. So lettering and calligraphy for many people seem like the same thing, but they're radically different. So lettering or calligraphy is about. It's the art of writing letter forms and lettering is the art of drawing letter forms. So lettering is a. A bit more about deciding the shape of those forms. And calligraphy embraces like the expression of a hand. Right. And back then when I moved to Berlin, I met this calligrapher called Giuseppe Salerno. He is an Italian calligrapher. And we made really good friends and we started this online battle where we were posting one letter a day. He would do it with calligraphy, which was his craft, and I would do it with lettering. So he would write it and I would draw it. And yes. And people could vote. That was the great thing. They could say they could decide which one was better. And that project really got a lot of attention. Also. We at that time leveraged social media, which was just taking off Instagram and all that stuff. So we leveraged social media to promote that project. We didn't invest essent other than our own time, which is in the core of personal projects. Normally you would invest your time and you don't need an upfront investment. And yes. And through that project, first it was a great way of building our portfolios. It was a great way of building our confidence because we were putting up work every single day. So that goes back to the advice that I gave a few minutes ago about drawing every day. Creating. Creating work often. And we were invited to a couple of design conferences back then to talk about the project. We were also very good friends. So that also like, shined through our project. Yes. And that project led to great opportunities, not only speaking at design conferences, but also creating an art book. Yes. Later on, creating workshops where we were teaching both lettering and calligraphy on the same workshop. So yes, I think personal projects, they have that extra push that have to do with your own interests, which is, you know, like, you would do it better, the result would be nicer just because you are invested into it.
- [22:41]
Massimo
Absolutely.
- [22:42]
Martina Flora
Yeah. And. And that really helps you also infuse some interesting work that you can then use to attract more of that into. Into your business or, you know, or whatever it is that you do if you're a designer or a lettering artist. Yeah. So I'm a big believer on personal projects. And, and Massimo, you, you will agree with me that personal projects also open new venues of work for you you know, people, this podcast will probably lead to new opportunities. You know, creating these personal projects to develop something.
- [23:21]
Massimo
Absolutely.
- [23:22]
Martina Flora
You know, develop, you know, developing a call. It's, it's always exciting and it's, it always brings new, new venues of work.
- [23:31]
Massimo
I agree with that 100%. I mean, so many people have done challenges, like 30 day challenges, like you mentioned, some people have their own personal projects out there and the effect it has not only on their skills, but on the return of their time because it gets them more attention, it springboards their campaigns. You know, many of our guests and many of our friends have done these things and they have changed their businesses, they've changed their lives altogether. So absolutely agree with that 100%. This podcast might actually be a personal project. I don't know, I haven't decided yet if it is or not, but for.
- [24:06]
Martina Flora
Sure it positions you in a certain way, Massimo. And you know, people, when they see you speaking at the podcast, they also assume that maybe you're good at speaking at a conference and maybe that opens a new career of as a speaker or whatever. So you never know, you know, if this is something you're really interested in. I think that's, that's what is great about personal projects, that it has to come from a place of like, I'm interested in doing this, you know, regardless of whether this is bringing something down the road. But I'm interested in doing this like for myself, for my personal development. And then, then you will see where it leads you to.
- [24:44]
Massimo
Absolutely. You know, don't lead with the dollar figures in mind. Lead with, you know, your passion, you know, what, what interests you, and then the future will come, you know, opportunities will come thereafter.
- [24:55]
Martina Flora
Totally. Yeah. You can monetize after.
- [24:58]
Massimo
Absolutely. So speaking about podcasts, you have a podcast?
- [25:02]
Martina Flora
Yes, I have a podcast called Open Studio.
- [25:05]
Massimo
Yeah, please keep going, keep going. Should we fight? Like, should we being like a podcast battle? Is that what we should be doing?
- [25:11]
Martina Flora
Maybe, Maybe so in this podcast. So there's a combination of solo podcasts where I talk about the strategies and tactics for lettering artists and illustrators specifically to develop their careers, to get more clients to develop their portfolios. And then we also have a special interview episode where I interview accomplished lettering artists, illustrators, calligraphers as well. And I try to, you know, pick their heads in terms of how did they got. Where they got, so. And yeah, how did they develop their careers, the challenges and all that stuff. We dive into the story, which I love. And I think it's so important for, for you know, lettering artists and illustrators and creatives to listen to these real conversations with people that are accomplished. Because oftentimes we think that they're special people and that they have something that we don't have. And you get to realize that they're regular people. They have, you know, they eat food, they walk to their studios. They have to. Yes, it's nice. And then you. I feel that I want to facilitate those conversations so that other lettering artists and illustrators feel inspired to say, like, hey, I. I'm kind of like this person. I can. If he did it or she did it, I can do it too. Yeah.
- [26:53]
Massimo
Yeah. So you have a business, you. You do these personal projects, you've got a podcast, you even mentor, and you've got a family. How are you keeping it all straight without losing your mind?
- [27:06]
Martina Flora
Well, I have help.
- [27:10]
Massimo
Ah, that's smart.
- [27:11]
Martina Flora
Everywhere. Yes. So I. I made a post recently on. On my Instagram account saying that, you know, in. In my company, my business, you. I'm the visible face. But we are a team working on, you know, most of the work is done by my team, to be honest, and they're essential to keep things running and to keep things to the level that we do them. And I'm really. I'm so lucky to have found the people that I work with. So Elias, Roma, Carla, Mikaela, they are really aligned with. With our mission and they're really great at what they do. But I know that I get most of the credit because I'm like the person who is showing up here, the.
- [28:04]
Massimo
Face of the company. Yes.
- [28:06]
Martina Flora
Yes. So the credit goes all to them. And I also, the same way, I have personal help in my business. I also have help at home. I have someone that claims for us and someone that also picks up our kids from school. We also have, like, all of this help, which facilitates the type of work I do. Yeah.
- [28:31]
Massimo
Why do you think so many people are scared to ask for help?
- [28:33]
Martina Flora
I think specifically for creatives we feel. Or what I, in my experience, working with many creatives that are also thinking, like, I would love to delegate this or to stop doing that or to. Yeah. I think the greatest fear is that we believe that we have to hire someone full time and that we need to have an employee that comes every day to work at our office. And nowadays work is so flexible. We have our team distributed across the world. Some of them are here in Berlin. We have Roma, which is now living in. Well, she is actually a digital nomad. She's working now from Uruguay and now she's going to move to Spain. We have another team member in Australia. So it's really like, you can collaborate with people across the world and they can do a specific thing in your business and be completely specialized in that and focus on that instead of having someone who is working full time for you doing a lot of different things. So I think that for those that are thinking of starting hiring help, think about the things that you don't love doing that someone else could do. Think about how do you like them to be done. Write those down. Like, make a list or a checklist of things and find someone who is willing to do that work for you. And as I said, you don't need to turn it into an employee. It could be a freelancer that helps you a couple of hours a week. And. And that's. That is specific work that you don't like doing.
- [30:28]
Massimo
Yes. Brilliant. Brilliant. And you have a whole mentoring side. Again, we can go into this. You know, let's talk about that. This is the last. We're going to finish this off and then we got a surprise. So mentoring. Okay, so you enjoying this? What is the power of mentoring? Because I know you. This is a big part of. I mean, all the content that you're giving on your Instagram is incredible. And it's all free, let alone your mentoring program.
- [30:53]
Martina Flora
Yeah, yeah. I mean, I love this. I love this new stage in my professional life. I never imagined this to myself, and I cannot find myself doing something so meaningful right now. I feel that one of the biggest assets that I have as a. And I get a little bit emotional with this when I speak about this because. And it is so rewarding to have an impact on someone else's career like we do inside our community. Like, I've never done something so rewarding as that, like seeing an aspiring lettering artist or designer coming into our world, our community, and seeing them develop their skills, launch their career, make a living doing what they love is really, like, there's no words for it. And I love this new stage of my professional life where I feel that the biggest asset that I have is this experience and this knowledge and this capability of guiding others through that path and facilitating that journey. And whereas. And I think maybe this has to do with the fact that I have also become a mother and that I see also value in helping others develop. I enjoy very much seeing my kids grow and do new things and being able to become humans and adults. I feel that, you know, whereas before, in the beginning of my career, it was a lot more about like, developing my profile and being great myself and, like, doing great work and being recognized for what I do. Nowadays, I have switched sides, and I feel that it's a lot more about helping others do that, helping others, you know, make names for themselves, build careers that they love, create great work. And. And I love that. I love that. That position.
- [33:12]
Massimo
Yeah, it is. It's great. And it's just giving back. It just. You put it out in the universe, it comes back, you know, and. And I'm a big, big believer that, you know, you put more information out, you put more goodwill out. We, you know, without any. Any intent of having it come back. And. And it will. It does. It always doesn't def. Forms. It's a beautiful place.
- [33:30]
Martina Flora
Yeah. And you're doing this, Massimo, as well, with. With this podcast. I mean, you're putting out there this valuable content for designers and also hoping that, you know, some of the things that you have learned are helping them as well, and you have the capability to lead these conversations that are also very enlightening for your listeners. So it's always, like, very rewarding to be able to help others. And. Yeah, and I love that stage in my life.
- [34:01]
Massimo
I remember how hard it was, and just like you, you went through struggles, you know, and. And I think, you know, I'm even a little bit before you. But when we started, there was nothing available and nobody. Nobody was sharing information. Nobody would tell you how. How things. So I lost so much time. I lost, you know, burnt out a few times. You know, I can't even talk about how much money I lost because the only way for me to learn was trial and error. You know, nobody wanted to share, and I don't want anybody else who loves this space as much as I do to have to go through that stuff. So if I can share, it just. It feels like I've earned that right to do so.
- [34:36]
Martina Flora
So I'm glad I can resonate with that. Yeah.
- [34:40]
Massimo
So. So listen. So again, we've talked for a long time, and. And I mean, again, I'm sure I can talk a lot more, but we have our lightning round questions that usually we do with Sean, but he had to go break his foot, so he's not going to be here this week. So. But I'm still going to get you these lightning round questions. So we've got a list of questions.
- [35:00]
Martina Flora
Okay, You've got two minutes.
- [35:01]
Massimo
Drink some water to answer these. All right? Two minutes. I'm going to put this in my phone, get our time up, and we'll see what you can do.
- [35:13]
Martina Flora
All right.
- [35:14]
Massimo
All right. Ready?
- [35:16]
Martina Flora
Yes.
- [35:16]
Massimo
3, 2, 1. We go. Mac or PC?
- [35:21]
Martina Flora
A Mac.
- [35:22]
Massimo
Serif or sans serif?
- [35:24]
Martina Flora
San Serif.
- [35:26]
Massimo
Script lettering or block lettering?
- [35:28]
Martina Flora
Script lettering.
- [35:30]
Massimo
Brush pen or digital stylus? Brush pen, Hand drawn or vector?
- [35:38]
Martina Flora
Vector.
- [35:39]
Massimo
Favorite typeface of all time. Oh, I was shocked about that one. Most overrated font. Okay, one lettering trend that needs to die.
- [36:06]
Martina Flora
Lettering that is actually calligraphy.
- [36:09]
Massimo
I love that. What's harder? Spacing or curves?
- [36:15]
Martina Flora
Spacing.
- [36:16]
Massimo
If you could choose one letter forever, what would it be?
- [36:21]
Martina Flora
An R. Oh.
- [36:24]
Massimo
Favorite letter to draw. An M. Would you rather. So would you rather fix bad kerning forever or be stuck using Comic Sans forever?
- [36:36]
Martina Flora
I would be stuck using Comic Sans forever.
- [36:41]
Massimo
Who is your favorite graphic designer, past or present?
- [36:46]
Martina Flora
Luis Philly.
- [36:48]
Massimo
Who's your favorite artist of all time?
- [36:55]
Martina Flora
Kandisky.
- [36:56]
Massimo
Oh, crazy. Best place for creative inspiration. The streets love it. What's harder? Designing perfect typeface curves or mastering the Argentine tango?
- [37:15]
Martina Flora
Mastering the Argentine tango.
- [37:19]
Massimo
AI in typography. Exciting or terrifying?
- [37:23]
Martina Flora
Oh, exciting.
- [37:24]
Massimo
What's your guilty pleasure font?
- [37:30]
Martina Flora
Comic Sans.
- [37:32]
Massimo
Well, that is horrible. One. One lettering rule. That's okay. To break.
- [37:47]
Martina Flora
All of them.
- [37:49]
Massimo
I love it. I love it. If you could design a typeface or a letter. Sp. Letter art for any brand, who would it be?
- [37:59]
Martina Flora
For my business. For my brand. Yeah.
- [38:04]
Massimo
Okay. Okay. That's safe. I think you took an easy one there.
- [38:08]
Martina Flora
Well, I would love to have a house font, like a. Like a institutional font. So if I. Yeah, if I will have to do that, I will do it.
- [38:18]
Massimo
For yourself.
- [38:19]
Martina Flora
I would love to create a font for. For the business, but it's never a priority.
- [38:23]
Massimo
So it's your next personal project. Okay.
- [38:27]
Martina Flora
Yes.
- [38:27]
Massimo
Who would win in a fight? Lionel Messi or Thomas Mueller?
- [38:32]
Martina Flora
Lionel Messi. What's this question?
- [38:36]
Massimo
What country are you cheering for in the next World Cup?
- [38:40]
Martina Flora
Argentina.
- [38:41]
Massimo
Okay. Street lettering or gallery lettering?
- [38:47]
Martina Flora
Gallery lettering.
- [38:49]
Massimo
What is the best advice you ever received?
- [38:57]
Martina Flora
Use your time wisely.
- [39:00]
Massimo
And one thing that always makes you angry.
- [39:08]
Martina Flora
Bad spacing.
- [39:10]
Massimo
She brings it right back. You did pretty good. I mean, you did this under four minutes. That's actually, most people go like six, seven, eight.
- [39:19]
Martina Flora
Oh, really? Okay. Okay.
- [39:20]
Massimo
Wow.
- [39:21]
Martina Flora
Good job. Yeah.
- [39:22]
Massimo
Martina, it was so nice to talk to you today. I'm so glad. I've been wanting to have this conversation for a long time, since I started following you. But I wanted to be surprised with all the little. To make sure all the posts that you're doing, you know, resonate, and it's just. It's brilliant work. How can our listeners find you so.
- [39:39]
Martina Flora
You can find me on Instagram, Martina Flora. You'll find me in almost all social networks. We also have a podcast, open studio podcast. And you will also find me on martinafrado.com I recommend you to. If you're interested in learning lettering to go check our website. You can also download a free guide, which is pretty awesome, which is this one right here. It's called Lettering Success Secrets, and you can Download it on martinaflor.com guide. So for those that are, you know, you were asking where they could get started, I think this is a great place to get started. It answers 10 of the most frequently asked questions about lettering. And, yeah, you can get started with that. And other than that. Yeah, the Internet.
- [40:34]
Massimo
Yeah, the Internet. Right. Of course. Everybody's friend.
- [40:37]
Martina Flora
Yeah.
- [40:38]
Massimo
All right, everybody. I hope you got out. I got as much out of this episode as I did because Martina is just so much knowledge. There's so much brilliance coming from this girl. And. And, I mean, I've learned much about, you know, letter, letter art, letter forms today. I mean, again, I. I just. It's kind of eye opening, and it's something that I think I want to explore a little bit more. For our own brand, of course. But like you said, working for your own brand is the hardest thing to do.
- [41:02]
Martina Flora
Yeah.
- [41:03]
Massimo
All right, everybody, on behalf of myself and my Sean, who is not here because he's got a broken foot, and my guest, Martina Flora.
- [41:12]
Martina Flora
Yes.
- [41:13]
Massimo
Stay creative and stay angry. Peace.