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The Typecast: Grow Your Art Business

Katie Johnson and Ilana Griffo of Goodtype

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Dear hand letterers, designers, and artists of all sorts—despite what your grandma thinks, we know there’s a whole lot more to what you do than just “drawing pretty pictures.” This podcast, hosted by Katie Johnson and Ilana Griffo of Goodtype, is about what it *really* means to be a working creative. From finding clients to pricing your work and nerding the heck out about kerning, we’re covering everything that goes into building a successful and sustainable business around your passion. And ...
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Join the conversation with Actor/Director/Producer Jim Klock and Nathan Gist as they discuss strategies and provide resources for overcoming fear and self doubt to physically, mentally and emotionally perform at your best no matter what side of the camera you may be on.
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Two self proclaimed funny guys (See Genre: Comedy) summarize nostalgic action movies before dishing about their successes and failures, all while peppering in fun facts about their creation. After the review, Zach and Mitch liken the films to culinary dishes - how consuming the movie makes them feel as compared to a plate of food. Like your mom’s spaghetti- movies can make you feel nostalgia, and warm and fuzzy inside, or quite the opposite.
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Send us a text What happens when two brothers decide to stop overthinking it and build a design studio around the kind of work they actually want to make? In this episode, we’re joined by Jordan and Jeremy Coon of Brethren Design Co., a two-person studio built on trust, contrast, and a shared love of making things that are fun, expressive, and a li…
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Send us a text In this episode, we sit down with illustrator, designer, and jill of all trades Marisol Ortega for a conversation that’s equal parts honest, hilarious, and deeply relatable for anyone navigating a creative career. Marisol talks about leaving full-time work (again!) to return to freelance life, why office-centric culture doesn’t suppo…
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Send us a text In this episode, we’re joined by a very special guest, Rebecca Shostak, co-founder of Flodesk and lifelong designer-turned-entrepreneur. This conversation is packed with insights into how creativity, design thinking, and intentional decision-making can shape not just a project but an entire company. We also go deep into AI, the fears…
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Send us a text What does it look like running your own design studio that works with names like Rosie Huntington-Whiteley? In this episode, we sit down with Amber Asay of Nice People to discuss the winding path that led her from scrapbooking experiments and show choirs to launching a successful design agency and a creative podcast. Amber shares the…
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Send us a text What happens when two dynamic duos get together to talk about creative business, collaboration, and the messy beauty of figuring it out as you go? In this episode, we sit down with Arabela and Elle of Weekend Creative to explore their journey from meeting in college lighting class to running a thriving commercial photography and educ…
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Send us a text If LinkedIn isn’t the first place you think of when it comes to growing your creative business... you’re not alone. But in this episode, we’re sharing the surprising results of our 30-day experiment, where we posted on LinkedIn every weekday, and what we learned that blew us away. From analytics and reach to connection requests and a…
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Send us a text We’re joined by the wonderfully optimistic and multi-talented hand lettering artist & muralist, Lisa Quine, someone who has done everything from lettering murals for pro sports teams to designing custom hairbrushes for celebrities (Fergie included). We talk about her unique creative journey, how optimism fuels her freelance career, a…
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Send us a text Graphic design for film might be one of the coolest creative jobs you’ve never heard of, and today’s guest, Gina Alessi, is here to break it down. From making Civil War-era bedspreads to designing posters in under two hours, Gina shares what it’s really like to work behind the scenes of film and TV production as a graphic designer. W…
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Send us a text What actually goes on behind the scenes of a 1-million-follower art account? In this episode, we’re pulling back the curtain on what it’s like for us to manage one of the biggest creative communities on Instagram. Joining us this episode is our teammate Emily (who wears many hats, from social media management to content strategist an…
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Send us a text We’re getting real in this episode, talking openly about what it means to be a creative with mental health struggles, from panic attacks and perfectionism to ADHD and burnout. Whether you’ve felt overwhelmed by your to-do list, stuck chasing an impossible standard, or just totally unmotivated and scattered, you’re not alone. And you’…
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Send us a text In this episode of The Typecast, hosts Katie and Ilana sit down with designer and longtime YouTube creator Will Paterson to explore what it really takes to build a sustainable creative career in today’s ever-evolving digital world. If you've searched YouTube for design tips in the past decade, you've likely come across Will’s work. W…
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Send us a text What happens when two artists post on Instagram every weekday for an entire month? Spoiler: No viral fame, but they did book a DREAM client. 👇🏻 In this episode, Katie and Ilana dive into their recent social media experiment–sharing what it was really like to show up online five days a week for 30 days straight. From burnout and bound…
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Send us a text The past few years have been a rollercoaster of hard lessons learned, creativity, and pivots. In this episode, we’re peeling back the curtain with Krissy Mast, sharing her struggles with creative burnout after building a 7-figure design business and how she redefined success by deciding to close the doors and start fresh. From the pr…
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Send us a text In this episode, Katie and Ilana talk with Radim Malinic, a creative powerhouse whose journey spans graphic design, music, branding, publishing and building a business that celebrates visual storytelling. Radim opens up about how naivety fueled his early career, the challenges of burnout, and the pivotal role of self-acceptance in fi…
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Send us a text Building a creative career is one thing—making it sustainable (without burning yourself out) is another. In this episode, we sit down with Kate Smith, an artist and author who’s proof that you can build a thriving creative business without selling your soul. We talk about the power of embracing silliness, the realities of mass-market…
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Send us a text The idea of having your art sold in retail stores across the country sounds like a dream, right? Big and small retailers carrying your work, more exposure, and (hopefully) more income. But what does it actually take to sell your art wholesale–and is it the right path for you? In this episode, we’re joined by Katie Hunt, founder of Pr…
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Send us a text Can two artists build a $100K art business in one year? In this episode, Katie and Ilana share their unfiltered journey as they create and conquer bold experiments to combine their love for art and education into a thriving creative business. We’re breaking down the numbers, setting actionable goals, and sharing how we’re blending fr…
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Send us a text This past year has felt like a total sprint—so much has happened, and it flew by in the blink of an eye. In this episode, we’re hitting pause to reflect on the highlights, the hiccups, and how we’ve grown as creatives and entrepreneurs. We’re sharing the moments that made us feel on top of the world, the challenges that tested our li…
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Send us a text In this episode, we chat with Amy and Jen of Hoodzpah Design about dream jobs, type design, running a small studio, and pretty much everything in between. From navigating the ups and downs of your creative process to type design and balancing multiple income streams. The duo shares a light on what happens behind the scenes with a sid…
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Send us a text In this episode, we sit down with Jamie Clarke, a designer who's worn all the hats—from web design to founding his own type foundry. Jamie opens up about the power of community and how networking played a pivotal role in his creative journey. He also takes us through his evolution as a designer and gets real about the financial side …
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Send us a text In this episode, Katie and Ilana catch up with graphic designer and type aficionado Harbor Bickmore, as he takes us through his journey from design student to thriving type designer. Harbor breaks down the delicate balance between passion projects and making a living, the hurdles of marketing and selling fonts, and the importance of …
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Send us a text In this episode, Katie and Ilana sit down with Annica Lydenberg, aka Dirty Bandits and explore her creative journey through lettering, sign painting, and mural art. Annica also shares about her co-founded non-profit, the deeply personal “You Are Not Alone” Mural Project. Throughout her work, her dedication to her craft, community, an…
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Send us a text In this episode, we dive deep into the creative mind of Andy J. Pizza—author, illustrator, and podcaster—who shares his journey of staying true to himself in a world where commercial pressures often feel at odds with personal expression. Andy shares how he navigates the balance between creativity and business. His disciplined yet pla…
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Send us a text In this episode, Katie and Ilana chat with the artist behind their podcast art, Matthijs Herzberg. Matthijs is a self-taught type designer and artist in New Orleans. This conversation dives into the world of type design, and a little Mardi Gras. The discussion also covers valuable learning resources, some truths about time management…
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Send us a text In this episode, Ilana and Katie chat with Lauren Hom, a celebrated freelance artist renowned for her distinctive lettering style and entrepreneurial prowess. Lauren is known for combining her passion for lettering with culinary arts, creating a unique recipe of creativity and business. Lauren shares her insights into the creative pr…
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Send us a text In this episode, Ilana and Katie get real about the tricky balance between productivity, creativity, and finding joy in their work and life. They discuss how society’s focus on accomplishment can lead to burnout, and how they’re working to navigate this. Ilana talks about her excitement—and a bit of fear—as she challenges herself to …
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Send us a text In this episode, Ilana and Katie dive into the world of Cymone Wilder, a lettering artist and designer. Cymone shares how working with an agent has positively impacted her career and what that relationship looks like. Cymone also explains her choice to work a full-time job while freelancing, highlighting the stability and benefits it…
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Send us a text In this episode, Ilana and Katie dive into the creative world of book cover design with Art Director, Casey Moses. Casey shares her journey into the field of books and insight into her job as an Art Director at a major publishing house. They explore how book covers influence reader choices, and discuss their favorite genres. The conv…
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Send us a text In this episode, Ilana and Katie sit down with Scott Fuller, the designer, illustrator, and founder of The Studio Temporary — specializing in crafting compelling brand identities, illustrations, logos, type designs, packaging, and more. Scott discusses the significance of focusing on the end goal and creating timeless, and memorable …
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Send us a text In this episode, Ilana and Katie delve into the world of diversifying income streams in the creative industry with Jessica Hische, everyone’s favorite OG lettering artist. They discuss the importance of financial stability and how incorporating various revenue streams can contribute to a more robust creative career. From client proje…
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Send us a text In this episode, Ilana, Katie, and Fabiola Lara explore the process of passion projects and merging different interests to create unique content. Fabiola shares her experience as an illustrator and content creator, highlighting the importance of finding one's voice and staying authentic on social media. She also addresses navigating …
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Send us a text In this episode, Katie, Ilana, and Dan had an animated discussion, explored the idea of introducing oneself with dislikes, dove into the Chicago pizza scene, and shared stories of how MTV and Nickelodeon shaped their creative journeys. Dan delved into his experience uncovering subliminal messages in graphic design and his transition …
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Send us a text In this episode, Ilana and Katie dive into the journey of graphic design and illustration with the creative minds behind DKNG Studios, Dan Kuhlken and Nathan Goldman. They cover a wide array of topics, from the importance of creative freedom and the challenges of licensing to the benefits of business diversification. The conversation…
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Send us a text In this episode, Ilana, Katie, and Freddie discuss the journey of being a multi-passionate creative and building a design business. They talk about the value of incorporating play and fun into your work. They also discuss the importance of standing up for your ideas even if it means some people won't like you. They highlight writing …
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Send us a text In this episode, Liz Mosley takes on the role of host and interviews Katie and Ilana. Despite living in different parts of the US, they share how they came to collaborate at Goodtype, discussing their journey into leadership roles and the team structure they've developed. This episode emphasizes the importance of self-reflection and …
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Send us a text In this episode, Ilana and Katie talk with Creative Strategist, Lennon Bone from Stop the Starving Artist. They discuss a range of topics related to creativity, music, production, and selling your work. They explore the dynamics of collaboration among musicians, transitioning from unpaid work to paid projects, and the significance of…
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Send us a text In this episode, Ilana and Elizabeth dive into their experiences in the surface pattern design and art licensing industry. Elizabeth shares her journey from working as an in-house designer to freelancing and licensing her artwork. They discuss the misconceptions about art licensing, the importance of balancing multiple income streams…
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Send us a text In this episode, Katie and Ilana dive into the creative journey of Elliot Jay Stocks, a versatile designer and author. They discuss the importance of embracing new projects and taking risks, as well as the value of side projects and passion. Elliot shares insights into the creation of his new book, 'Universal Principles of Typography…
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Send us a text In this episode, Katie and Ilana dive into the world of creativity with Gian Wong, a graphic designer and illustrator. Gian shares his experience of understanding and expressing his creative style— emphasizing the importance of embracing what makes you unique and finding your tribe. This conversation highlights the power of authentic…
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Send us a text In this episode, Tyler Pate, a graphic designer and illustrator, shares his journey in the design industry and the challenges of managing multiple projects and roles. He discusses the importance of networking and connections, the value of a degree in graphic design, and the benefits of working freelance and agencies. He emphasizes th…
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Send us a text In this episode, Katie and Ilana share their personal experiences and influences that have shaped their artistic aesthetics. They explore the nuances of personal style and the journey of finding one's creative identity. Being part of the journey to creativity requires authenticity and a willingness to challenge preconceived notions o…
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Send us a text In this engaging episode, Katie and Ilana dive into the world of creativity and entrepreneurship with Dawn Nicole, the creative force behind her book, “The Art of Playful Lettering.” Dawn, a talented hand-lettering artist and author, shares her valuable insights into the collaborative process of working with designers and publishers,…
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Send us a text In this episode, Katie and Ilana talk with Kristy Campbell, a brand identity and graphic designer and the founder of Pink Pony Creative. Pink Pony is dedicated to assisting businesses of all sizes to craft compelling brands, collaborate to make a meaningful impact, and do things with more spice! Kristy also does TikTok content sharin…
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Send us a text In this episode, Katie and Ilana engage in a conversation with Erin McManness, the creative force behind Paper Raven Co.—a brand renowned for its distinctive blend of stationery and home deco featuring hand lettering and florals as its trademarks. Established in 2015, Paper Raven has thrived for almost a decade! Erin shares how she t…
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Part 2 - Everything Matters: every opportunity, every chance to learn, every relationship. Special Guest Chris Kenneally joins the conversation with Jim and Nathan as they reminisce about Chris's exciting filmmaker journey and how everything has mattered each and every step of the way. Jim and Chris who are both good friends with Keanu Reeves talk …
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Part 1 - Everything Matters: every opportunity, every chance to learn, every relationship. Special Guest Chris Kenneally joins the conversation with Jim and Nathan as they reminisce about Chris's exciting filmmaker journey and how everything has mattered each and every step of the way. Jim and Chris who are both good friends with Keanu Reeves talk …
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Send us a text In this episode, Katie and Ilana sit down with Phoebe Cornog, the owner of Pandr Design Co. Pandr is a design studio that specializes in creating custom murals for businesses around the globe. Phoebe is best known for her vivid murals and distinctive letterforms as well as her transparency around sharing business and pricing tips wit…
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Get inspired by a conversation with Chad Robichaux. Chad is a former Force Recon Marine and Department of Defense (DoD) contractor with eight deployments to Afghanistan as part of a Joint Special Operations Command (JSOC) Task Force. After overcoming his personal battles with PTSD and nearly becoming a veteran suicide statistic, Chad founded the Mi…
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Send us a text In this episode, Katie and Ilana talk to Kat Irannejad, the director and founder of Totally Reps, an illustration and creative production agency representing and advocating for a diverse roster of artists while cultivating long-lasting client friendships. Kat shares valuable insights about art representation and the dynamics between …
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