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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, the opportunities, and what it looks like to use it as a tool that supports creativity rather than replaces it. 

Rebbeca shares how she went from designing merch for top artists to identifying a massive gap in the email-marketing world…and eventually building one of the most beloved design-forward platforms in the industry. We talk about the early days, the years of customer feedback that planted the seeds for Flodesk, and what it really took to go from idea to product without outside funding. 

We also dig into the emotional and practical realities of creative entrepreneurship: learning to let go of control, hiring before you feel ready, defining roles within your team, and understanding your own strengths as your business grows. 

All that and more when you listen to this episode:

• Rebecca’s path from merch designer to co-founding Flodesk
• How growing up around entrepreneurs shaped her mindset
• The importance of validating ideas through honest conversations 
• Why intentionality is the foundation of good design
• The shift from being the designer to leading a creative team
• How to hire well and why doing the work yourself first matters
• Creative risks that paid off 
• Why AI can’t replace creativity, and what it can free up time for
• How creatives can use email marketing even without a product to sell 
• Building thought leadership and connection through email
• The future of work, creativity, and the new wave of tools

Connect with Rebecca Shostak, Co-Founder of Flodesk

Try Flodesk for Free: https://flodesk.com/c/GOODTYPE

Rebecca’s Instagram: https://www.instagram.com/rebecca.shostak/

Flodesk’s Instagram: https://www.instagram.com/flodesk/

Mentioned in this episode:

• Flodesk https://flodesk.com/c/GOODTYPE (unlimited plan ends soon!)
• Canva 
• WordPress

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

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In this episode, we sit down with Callum from Callum’s Creative Club to explore the twists and turns of balancing freelance design, social media content, and staying true to your values. From landing dream projects with Nike to navigating the wild ride of building an online following, Callum shares the highs, lows, and lessons that come with straddling two creative worlds.

We dig into the reality behind comparison traps, how boundaries keep creativity sustainable, and why building community matters more than chasing algorithms. Callum also opens up about shifting energy toward his newsletter as a healthier, more authentic way to connect with designers and creatives.

If you’ve ever struggled with creative balance, content pressure, or simply wondered how to grow without losing yourself, this episode is for you. 

All that and more when you listen to this episode:

• The surprising story of landing a dream freelance client right away
• Why working with values-aligned brands makes the biggest difference
• How the pandemic reshaped Callum’s career into content creation
• The double-edged sword of viral growth (and why it’s not always what you think)
• Setting healthy boundaries between online presence and offline life
• The trap of comparison–and how newsletters became a safe creative outlet
• How to keep content authentic while standing out from the crowd
• Why consistency and vulnerability resonate more than perfection
• Choosing between client work, content creation, and education
• The importance of recalibrating your creative career when it drifts 

Connect with Callum

Website: https://callumscreativeclub.myflodesk.com/linkinbio

Instagram: https://www.instagram.com/callumscreativeclub/

Mentioned in this episode:

• Callum’s Creative Club Newsletter 
• Brick

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

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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 reality of landing big-name projects (and why you sometimes have to view them as long-term investments), the pros and cons of building a flexible studio model, and how she has learned to adapt her business during challenging times in the industry. (yes, everyone is feeling it, you are not alone!) We also dig into creative experiments, from launching a podcast to Airbnb hosting and the importance of slowing down, setting boundaries, and choosing sustainability over hustle.

If you’ve ever wondered how to navigate client pricing, keep your creative spark alive, or find balance between parenting and running a studio, this episode is for you.

All that and more when you listen to this episode:

• The inside story of working with high-profile clients 
• Pricing challenges: balancing opportunity with sustainability 
• Building a flexible “expand and contract” design studio model
• Why overhead isn’t always the dream (and how flexibility keeps you resilient)
• The slowest freelance year: adapting to industry shifts and diversifying income as an artist
• Starting a podcast as a creative side quest and what it really gives back
• How planting “seeds” years ago is still paying off today
• Rethinking social media and marketing when you can’t post every day
• Why slowing down, setting boundaries, and working shorter hours can actually help creativity thrive

Connect with Amber Asay

Website: https://nicepeople.com/ 

Instagram: https://www.instagram.com/amberasay

Nice People’s Instagram: https://www.instagram.com/nicepeople/ 

Women Designers You Should Know Podcast https://podcasts.apple.com/us/podcast/women-designers-you-should-know/id1741408177 

Mentioned in this episode:

• The Kernference https://thekernference.com (use code TYPECAST!)
• Ralph Tyndall Designs https://www.ralphtyndall.com/ 
• Poosh Project https://nicepeople.com/Poosh 
• Prisma Markers

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

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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 education business.

We dive into how they naturally found their roles as photographer/retoucher and art director/producer, why balancing personal projects with client work matters, and the ways they’ve navigated creative overlap in their partnership. They share insights about their evolving relationship with social media–from posting daily to outsourcing content creation, and why they’re now leaning into a more authentic, less-is-more approach. 

This conversation goes deep into mental health, redefining productivity, and resisting the pressure to perform for an algorithm constantly. We talk about the slow seasons, the changing online education landscape, and the importance of setting success metrics that prioritize freedom, creativity, and well-being. Plus, you’ll hear practical takeaways for protecting your creative energy and showing up as your truest self.

All that and more when you listen to this episode:

• How two creatives found their perfect balance of roles without a formal plan
• Why personal projects can fuel your client work
• Strategies for setting boundaries with brand vs. personal presence online 
• The shifting landscape of online education for creatives
• How to approach slow seasons without losing momentum (or your mind)
• The trap of productivity-based self-worth, and how to reframe it
• Redefining success to align with lifestyle, not just revenue goals
• Practical tips for protecting mental health while running a creative business 

Connect with Weekend Creative

Website: weekend-creative.com

Saturday School: saturdayschool.com

Instagram: https://www.instagram.com/weekendcreative/ 

Mentioned in this episode:

• The Kernference https://thekernference.com (use code TYPECAST)
• Adam Vicarel https://www.instagram.com/adamvicarel/
• Dr. Becky https://www.instagram.com/drbeckyatgoodinside/

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

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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 actual leads, we’re breaking down what worked (and what didn’t), how we set up our profiles to attract the right people, and the ripple effects of showing up consistently.

We also talk through the creative strategies behind our best-performing LinkedIn posts, the emotional rollercoaster of watching metrics spike, and how to use tools to make content creation more efficient, without losing your voice. Whether you’re curious about leveraging new platforms or feeling stuck with Instagram, this one’s for you.

All that and more when you listen to this episode:

• Why we chose LinkedIn for a 30-day content experiment
• What we optimized on our profiles (and why it mattered)
• Full analytics breakdown: impressions, comments, reposts, and reach
• What made one post go semi-viral
• Why bold visuals and strong hooks are everything
• Our top post strategies: relatability, value, and tone
• Using ChatGPT without losing your voice
• What actually came from the experiment: leads, clients, and next steps
• How social platforms can still feel authentic if you lead with intention

Mentioned in this episode:

• Katie’s LinkedIn: https://www.linkedin.com/in/katie-johnson-659a9b67/ 
• Ilana’s LinkedIn: https://www.linkedin.com/in/ilanagriffo/ 
• Goodtype Studio: https://goodtype.us/studio
• Price with Purpose: https://goodtype.us/price-with-purpose
• The Kernference: https://thekernference.com

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

Leave us a review on Apple Podcasts

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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, and how her Cleveland roots helped shape a dream path she never could’ve planned.

We cover the wins, the weird gigs, the tough pricing decisions, and why saying “yes” to unexpected projects early on in our creative career has opened big doors in surprising ways. From creative conferences to lettering projects for celebrities, Lisa’s journey shows how embracing new challenges can shape a fulfilling creative career.

If you’ve ever felt overwhelmed trying to price your work, balance your values with your income, or explain what it is you actually do, this one’s for you.

All that and more when you listen to this episode:

• The creative career that started with late-night lettering lyrics + commission projects
• How saying yes (even to random guest room walls) can lead to celebrity gigs
• How she intentionally stayed local and community-focused 
• Murals, monsters, and making art for kids
• Creating art for clients vs. creating art for yourself
• Reframing success as growth, not just followers or fame
• Why mindset and optimism matter in freelance life
• Internships, teamwork, and scaling up without losing your soul
• The emotional rollercoaster of creative pricing
• Teaching, workshops, and why not every gig needs to be “precious”
• Fergie, field hockey, roller skating, and our design-sport alter egos

Connect with our guest: Lisa Quine

Instagram: @lisa_quine

Website

Mentioned in this episode:

• Aveda brush project 
• Guardians & Cavaliers mural work
• Hoodzpah
• Elizabeth Goodspeed
• Monique Aimee
• The Monster Project
• Ilana’s Book, Mind Your Business
• LetterWest
• The Kernference
• And a few… su

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

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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.

We dive into the surprisingly misunderstood world of design in the art department, the lightning-fast timelines of production work, and why a poster you made today might be filmed (or cut!) tomorrow. Gina also opens up about discovering her dream job through Wes Anderson’s Grand Budapest Hotel, what it took to break into the industry, and why she now teaches others how to do it, too. 

Plus, we get honest about the myth of the perfect job, surviving unpredictable cycles of the entertainment industry, and why it’s okay if your dream role comes with tough days. 

Whether you’re a design student, a film fan, or just curious about hidden creative careers, this episode is packed with insight, inspiration, and a few laughs along the way. 

All that and more when you listen to this episode:

• What a graphic designer actually does on a film or TV set
• Why design for the screen is so misunderstood (even inside the industry) 
• The Grand Budapest Hotel moment that changed everything
• How Gina reverse-engineered a career that didn’t exist on Google
• The role of props, branding, and graphic storytelling in production
• Why historical research and print methods still matter for digital designs
• The dream job myth: what happens when your dream is still hard
• Tips for dipping your toe into film graphics even without industry contacts

Connect with our guest: 

Gina Alessi

Instagram: https://www.instagram.com/ginamadethis 

Website: https://www.ginamadethis.com/ 

IMDB: https://www.imdb.com/name/nm7722613/ 

Mentioned in this episode:

• Try Flodesk for FREE! https://flodesk.com/c/GOODTYPE 
• A Graphic Designer Made That (Gina’s Course) https://agdmadethat.com/ 
• Manhunt (Apple TV)
• Annie Atkins https://www.annieatkins.com/ 
• Grand Budapest Hotel
• Camtasia https://www.techsmith.com/camtasia/ 

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

Learn from Katie and Ilana

Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!

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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 and Notion organization wizard), We’re digging into the strategy, challenges, and surprises that come with running an account of this size.

From our early days building an audience as Loomier to taking over the reins of Goodtype, we’re sharing how our approach to content, community, and connection has evolved. We talk about what’s working on Instagram now, the weird stuff we didn’t expect, and how we’re navigating it all as a team. 

Whether you’re running a small account or dreaming bigger, this episode is packed with real talk and practical takeaways for any creative trying to grow online, without losing their mind. Thank you, Flodesk for sponsoring this episode! 

All that and more when you listen to this episode:

• How our team grew from Loomier to Goodtype 
• The real behind-the-scenes of managing a 1M+ follower account
• The systems, strategies, and struggles we face as a small team behind a big platform
• What we’ve learned about engagement, content performance, and audience shifts
• Why reposting became risky–and how we’re adjusting to new platform rules
• What kinds of posts are resonating most in 2025
• How we stay grounded and avoid the vanity metrics trap
• A team perspective on creative burnout, boundaries, and showing up online
• Lessons from our 30-day challenge and why going  viral isn’t the goal

Connect with our guest: 

Emily Lynn Caulfield

Instagram: https://instagram.com/emilynncaulfield 

Website: https://emilynncaulfield.com

Pinterest: https://pinterest.com/emilynncaulfield 

LinkedIn: https://linkedin.com/in/emilynncaulfield 

Mentioned in this episode:

• Try Flodesk for FREE! https://flodesk.com/c/GOODTYPE 
• Loomier (our biz before we became Goodtype)
• Notion Template for Graphic Designers https://goodtype.us/notion-template-for-graphic-designers 
• Goodtype Studio https://goodtype.us/studio 
• Price with Purpose

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

Learn from Katie and Ilana

Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!

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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’re not broken.

In this heart-to-heart episode, we’re sharing how our own brains work (and sometimes how they work against us), how we’ve found ways to collaborate with compassion, and what tools help us keep going when the mental health stuff hits hard. It’s been a journey of learning, unlearning, and showing up as our whole selves. 

We also reflect on the ups and downs of working together while navigating different work styles, energy levels, and expectations. This one’s for anyone who’s felt like they’re “too much” or “not enough”–we see you. 

All that and more when you listen to this episode:

• What perfectionism and ADHD really look like when collaborating 
• How we collaborate without losing our minds (or friendship)
• The toll that anxiety and panic attacks can take, and what helped us
• Why finishing creative projects is sometimes the most challenging part
• Tools we use to manage time, prioritize, and avoid burnout
• Creative identity and letting go of “productivity = self-worth”
• How different brains process time, feedback, and focus
• Amy Poehler (and Leslie Knope) as our collective creative spirit guide 

Mentioned in this episode:

• Creative South Conference 
• Crop Austin Conference
• How to Be an Imperfectionist by Stephen Guise 
• Made by James 
• Eisenhower Matrix 
• Calm App

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

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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. With over 1,000 videos to his name, he shares how he's remained consistent, grounded, and mission-driven—without chasing trends or compromising his values. The conversation touches on the power of creating evergreen content, designing with intention rather than for accolades, and how collaborating with his partner Naomi has reshaped the way he runs his business.

Part reality check, part creative pep talk, this episode is filled with thoughtful insights and practical wisdom for artists who want to create meaningful work in an often chaotic online space

All that and more when you listen to this episode:

• Why creating evergreen content is key to long-term success as a creator
• How humility can keep you grounded in an industry built on visibility
• The value of building community over chasing viral fame
• Why awards don’t always reflect purpose-driven design
• How to find creative harmony when working with a partner
• The impact of setting clear goals that align with your “why”
• What it takes to stay resilient through criticism and platform changes

Mentioned in this episode:

• Affinity Designer
• Design Academy
• Assets for Designers (Assets 4D)

Connect with our guest: 

Instagram: @willpat 

Website: Will Paterson

YouTube: Will Paterson

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!

Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

Learn from Katie and Ilana

Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!