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Calling all artists, makers, crafters and designers! Are you tired of navigating your art business all by yourself? Do you wish you had straightforward business support designed for creative professionals just like you? Have dreams of business growth without sacrificing your integrity? You’re in luck! Class is now in session and you have a first-row seat to your next semester of creative business growth. What’s more? You don’t have to do it all alone. Join Heather Allen MGIM-MBA — author, bu ...
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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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A common challenge we all experience with New Year's goal setting is figuring out how to sustain that energy and intention beyond the start of the year. You’ve seen those ads or memes about the new exercise bike or treadmill blending in with the furniture, being used as a clothes rack because over time, those exercise goals either change or fade aw…
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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 limits, and the l…
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Hearing or reading about economic trends and predictions might cause you to think a little differently about how you’re doing things in your business. And how to prepare for uncertainty and change... After all, if you’re a commercial artist, designer, or creative business owner, get this – your customers are part of the economic trends you’re heari…
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A new year is on the horizon. Pretty soon you’ll be starting a new semester of learning, testing, and growing in your creative business. But before that semester begins, let’s kick off this episode with a Pop quiz! Question: A self-employed artist wants to earn more in the year ahead. Should she: Have a revenue-ready plan that will lead to higher e…
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Calling all workaholics! For creative small business owners, the end of year rush is particularly overwhelming. There are a lot of overlapping priorities. You’re wrapping up work, business, project commitments, commissions... You’re trying to make sales while gearing up for a new year with a desire to do things differently in your business. On top …
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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 side of real talk …
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Today’s episode is the second in the series, and it’s all about the customer’s point of view. If you're ready for more commission sales in 2025, then put on your customer hat (maybe it’s a fuzzy red and white hat for the holidays) and think about the custom commission process from the buyer’s point of view. Here's the common challenges with this. A…
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Okay, here’s a common scenario: Someone out of the blue contacts you or stops by your booth at an art fair. They’re curious about how much it might cost if they hired you to make something for them. They want to know what the cost of a commission is. So what do you say? While it might be tempting to give them a solid number up front, doing so might…
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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 of type design.…
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If you're curious about what it takes to start and maintain a paid membership community as part of your business offerings, today I’m chatting with just the gal for you. Since 2004, Christine Mighion has been hand crafting each piece of jewelry in her Northern Indiana studio. Using gold, silver, semi-precious and precious stones, her line is a bala…
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Welcome back to class. Today, we’re talking about ONE KEY THING that’s absolutely essential to successful planning. All of the best planning in the world can go straight out the window if this one thing isn’t there. I’ve experienced it. You’ve experienced it. So let’s talk about the difference between having this one critical piece in place and not…
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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 knowing what yo…
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Raise your hand if you have a clearly defined budget and a strategy for investing in yourself as a small business owner in the year ahead. I don’t see a lot of hands up. Let me rephrase... Raise your hand if you’re not quite sure what to budget for, business-wise, or where to make minor shifts and adjustments to invest in yourself and your creative…
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When you’re in business for yourself, wearing so many hats, doing everything yourself or delegating to a few reliable individuals, everything depends on your energy, your focus, your drive, and your ability to create. Creative small businesses ask a lot of their creator. Which is why we’re diving into one of the biggest contributors to distraction,…
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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, and making meanin…
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Let’s say it’s Monday morning and you open your inbox to find not one, not two, but three emails from customers who want to hire you for a commission of original artwork. What do you do? Do you know how to get those new customers from their commission inquiry email all the way through your process to the final product? Is there a customer service o…
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You’re in a creative field so chances are, you have many skills and talents that you’ve turned into income at one point or another. Freelance work doesn’t scare you. You’re up for the challenge. You’re a creative professional in a gig economy, and you’re not alone. A few questions for you to consider: Do you ever find yourself so excited or overwhe…
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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 playful approach i…
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Whether you’re an artist, crafter, designer, or graphic designer, being "Revenue Ready" is essential for consistent sales and business growth. In this episode, we’re diving into the most critical areas for any creative business owner to have in place in order to ready for that next sale and to get sales consistently. I’m going over some key points …
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Today we’re talking about the surprising truth about happiness and purpose through lessons from the book, “Build the Life You Want: The Art and Science of Getting Happier,” written by Arther C. Brooks and Oprah Winfrey. If you have a vision for your life but believe there are barriers keeping you from achieving a more satisfied and happy outlook, t…
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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, and balancing…
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Welcome to Episode 6! If you haven’t had a chance to listen to Episode 5 which is called, “Get Organized in Your Business with this Sales Tracking Process for Creatives,” that’s a great episode to listen to BEFORE you get into Episode 6. Episode 5 is highly tactical. I lay out how you can prepare for your end of month or end of quarter sales review…
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Welcome to Episode 5 and Happy Mon-yay to you! Today we’re taking a gentle stab at a topic people typically dread – bookkeeping, sales tracking, looking at your numbers, and doing a little spreadsheet administration. Somehow we’re nearing the end of September. So in the coming weeks, you might want to set aside some time to review the last month an…
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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 process, entrepre…
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Wouldn’t it be nice to have a little extra support with some of those routine administrative tasks you do on a daily, weekly, monthly basis without having to pay someone to do them? I’ve got you covered. In this episode, I'm sharing how AI can help you increase productivity as a self-employed artist, designer, marker or creative business owner. You…
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Welcome to Episode 3! Today we’re talking about 8 guiding principles that you can call on to support your productivity and your courageous, brave work. Brave work is often about doing the next thing even through the discomfort of it. The 8 guiding principles we’ll discuss today are prerequisites that lay the groundwork for your vision. They are fou…
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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 find fulfillmen…
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Today we’re digging into a simple structure that you can use to make your introduction and your “about me” more memorable. This will be especially helpful if you already have shows, festivals and holiday markets scheduled for the upcoming Fall season leading up to the holidays – which is a super busy time in which you’re sure to meet some new peopl…
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If you've ever taken time to reflect on all of the different steps you've taken to get to where you are now, then you know that there are many things in life that we simple can't plan for... Sometimes it takes arriving at a destination or milestone to recognize that all of the experiences leading up to NOW make you who you are. I can't want to tell…
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Hi! Welcome to class today. I’m Heather, your host, coach, and Professor of Revenue Readiness. And I’m so glad you’re here. Make yourself comfortable because we’re at the very beginning of something that has the potential to be quite powerful. We’re at a unique point in your journey as a creative business owner. Whether you’ve been in business for …
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You’re a creative business owner living in the best time to be discovered and have your work found in person and online. There are opportunities abound to connect with your audience and patrons. But as a small business owner... there's a LOT of pressure to do more than create. Lay down that paint brush, slab of clay, soldering tool, or pair of scis…
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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 offers. She sh…
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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 conversation also d…
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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 work. Scott sha…
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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 projects to online c…
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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 burnout, emphas…
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