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What happens when a journalist from Venezuela becomes a self-taught designer, typeface foundry founder, and curator of one of the most ambitious graphic design exhibitions in recent memory? You get Lope Gutiérrez-Ruiz, and our conversation with him does not disappoint. 

Lope is a partner and project lead at In-House International, a design studio and typeface foundry. He’s also a TED Fellow, a Knight Fellow at Stanford, and the curator behind One Hundred Points.

In this episode, we dig into what it actually looks like to build a creative practice rooted in curiosity and systems–not just style. Lope shares his take on design rules (and whether you should bother learning them) and how his journalism background still shapes every creative decision he makes. We also get into the realities of working with nonprofits, font piracy, and how he pulled off a massive exhibition without taking a sabbatical. 

All that and more when you listen to this episode: 

• How Lope went from journalist to publisher to self-taught designer and typeface founder
• Why being self-taught may actually be a creative advantage 
• His philosophy on design rules, systems, and building a practice around curiosity 
• The studio structure at In-House International 
• The truth about font piracy and typeface licensing
• How One Hundred Points came to be and why he thinks every designer should participate in an exhibition
• Tips for funding a creative exhibition through sponsorships
• The “Alphabet of Tomorrow” talk at South by Southwest 

Connect with Lope

• In-House International: weareinhouse.com 
• Instagram: weareinhouse
• One Hundred Points Exhibition: onehundredpoints.org 

Mentioned in this episode:

• Run Studio Run https://nopicnicpress.com/shop/run-studio-run 
• South by Southwest, “Alphabet of Tomorrow” talk, March 18, 2026 https://schedule.sxsw.com/events/PP1150035 
• Follow Your Art by Katie Johnson & Ilana Griffo (book releasing March 17th!) https://goodtype.us/follow-your-art-book 
• Book Launch Event @ Roommate Collective at Springdale General, Austin: March 18th, 5-8pm
• Tactical Guide to Sponsorship PDF

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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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“Finding your style” is the number one question we get asked, and the one we’ve asked ourselves for years. In this episode, we’re diving into the real question behind it: what if it’s not about finding a single aesthetic… but about uncovering your creative identity? 

We’re celebrating the announcement of our new book, Follow Your Art, and sharing why we wrote it, what you’ll find inside, and how the entire process changed the way we think about style, niching, and creative confidence. We talk about why committing to one aesthetic can feel like a cage, why effortless ideas are often your most authentic ones, and how your “secret sauce” is built from everything. 

We also unpack our take on “niching out, not down,” how to write an artist statement that actually feels like you, and how to market your work without feeling gross.

All that and more when you listen to this episode:

• Why “How do I find my style?” might be the wrong question
• The difference between style and creative identity 
• Why committing to one aesthetic feels terrifying (and limiting) 
• The ice cream shop metaphor that reframes everything
• How to identify your creative “secret sauce” 
• Why what feels effortless might actually be your magic
• The role of childhood memories, relationships, and non-art influences in shaping your work
• What “niching out, not down” really means
• What it was like to co-write a book over several years
• Why creative work doesn’t have to feel hard to be valuable
• And so much more! 

Mentioned in this episode:

• Follow Your Art (our new book!) https://goodtype.us/follow-your-art-book 
• Free audiobook with pre-order https://goodtype.us/follow-your-art-book 
• Goodreads https://www.goodreads.com/book/show/239923273-follow-your-art 

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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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Pre-order our book, Follow Your Art! https://goodtype.us/follow-your-art-book

In this episode, we’re joined by illustrator, designer, and letterer, Lisa McCormick who is celebrating 10 years of full-time freelancing and doing it her way! Lisa shares how she’s built a career working with major brands without being loud online or glued to every social media platform. We talk about why personal projects are often the reason dream clients come knocking, how curiosity and experimentation have shaped her signature style, and why being “quiet” online doesn’t mean being invisible. 

We also get real about freelancing and burnout and what it looks like to intentionally design a workday (and life) that actually feels good. From color obsession phases and travel-inspired projects to co-working for mental health, this episode is packed with honest insights for creatives navigating long-term careers.

If you’ve ever felt pressure to show up louder, work longer, or sacrifice yourself to success, this conversation is a reminder that there are many ways to build a fulfilling creative life.

All that and more when you listen to this episode:

• What 10 years of freelancing has taught Lisa
• Why personal projects are her biggest source of paid client work
• How curiosity and experimentation lead to unexpected opportunities
• Booking major clients without constantly posting or self-promoting
• The difference between growing a following and growing a career
• Finding and developing a signature illustration style
• The realities of art theft, Pinterest virality, and protecting your work
• Why bigger clients often allow more creative freedom
• Building healthier workdays and boundaries, breaks, and balance

Connect with Lisa McCormick

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

Website: https://madebylisamarie.com/ 

Behance: https://www.behance.net/LisaMcCormick

Mentioned in this episode:

• Chicago Bears
• Marine Layer
• PBS
• Dribbble
• Adobe MAX

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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

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In this episode, we’re joined by illustrator, letterer, and YouTuber Chris Piascik for a wide-ranging conversation about building a creative career without a grid master plan and why showing up consistently can change everything. 

Chris shares how a daily challenge that started as a way to reconnect with drawing quietly became the foundation of his entire career. We talk about what it means to play the long game as a creative, how personal work can naturally lead to apid opportunities, and why focusing on making matters more than chasing the perfect strategy. 

We also dig into YouTube as a creative outlet and income stream, how Chris balances client work with products and content creation, and the realities of building systems that work with (not against) an ADHD brain. From style evolution and experimentation to shipping physical products and dealing with internet opinions, this episode is packed with honest insights and plenty of laughs.

All that and more when you listen to this episode:

• How a daily drawing habit shaped Chris’s entire career
• Why personal work and client work can feel like the same thing
• The unexpected path from illustrator to YouTuber
• Creating structure and rules to stay consistent
• What actually helps your style evolve over time
• Why making more work matters more than making “perfect” work
• Building income beyond client projects through products and content
• The realities of running an online shop
• What makes YouTube different from other social platforms
• Letting curiosity, experimentation, and fun lead the way

Connect with Chris Piascik

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

YouTube: https://www.youtube.com/@chris-piascik 

Website:https://www.chrispiascik.com/ 

Shop: https://www.chrispiascik.com/shop 

Mentioned in this episode:

• Follow Your Art Book: https://www.abramsbooks.com/product/follow-your-art_9781419776823/
• Skillshare
• Adobe Fresco
• Procreate
• Tom Froese (illustration improv exercises)

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!

Send us Fan Mail

In this episode, we sit down with designer Josh Jevons to discuss what it actually looks like to build a sustainable creative career without burning out, cold-pitching nonstop, or doing everything yourself.

We also get into real-world outreach strategies, including walking trade shows, pitching without being salesy, and why face-to-face connections still matter. Along the way, we talk packaging, brand strategy, work-life balance, and designing systems that allow you to grow without burning out.

If you’re a designer who wants better clients, better collaboration, and a career that supports your life–not the other way around–this one’s for you.

All that and more when you listen to this episode:

• Making the shift from agency work to independent freelancing
• Why complementary skill sets matter more than hiring “another you”
• Building a flexible, collaborative, creative team
• The role of brand strategy in effective (not just beautiful) design
• Pricing, budgets, and scaling process without cutting value 
• What designers don’t learn in school, but learn fast on the job
• Outreach strategies that actually feel human
• How to talk to potential clients without feeling awkward or salesy

Connect with Joshua Jevons

Website: https://www.jevonsdesign.com/ 

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

Yeah Brother’s Instagram: https://www.instagram.com/yeahbrother.co/ 

Mentioned in this episode:

• Rochester Institute of Technology https://www.rit.edu/ 
• Yeah Brother https://yeahbrother.co/ 
• Adobe MAX https://www.adobe.com/max.html 
• AIGA https://www.aiga.org/ 

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!

Send us Fan Mail

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 little chaotic (in the best way). We discuss what it’s really like to work with family, how they naturally fell into different roles, and why embracing each other’s strengths has been key to their success.

We also dig into how they educate clients, move past the “I just need a logo” mindset, and create space for projects that don’t neatly fit into one box, from branding and packaging to fonts, board games, and beyond. Along the way, they share honest insight from quitting their day jobs, navigating LinkedIn as designers, and why doing work you genuinely enjoy tends to attract the right opportunities. 

All that and more when you listen to this episode:

• What it’s like building a studio with your sibling 
• How different creative strengths naturally turn into clear business roles
• The chaos vs. structure dynamic and why both are necessary
• When and how they decided to quit their full-time jobs
• Why educating clients is a designer’s responsibility 
• How showing process helps clients understand value
• Why they don’t niche themselves into a single category
• How fun, personality-driven work attracts the right clients 
• Why they removed pressure from fonts by not tying them to revenue goals
• Cold outreach, long-game visibility, and unexpected referrals
• Designing a full board game and how that opportunity came together
• Letting curiosity lead to new creative directions 

Connect with Brethren Design Co.

Website: https://www.brethrendesignco.com/ 

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

Mentioned in this episode:

• Chicken and the Wolf
• Sliced Beer 
• Four Fathers (Website Design) 
• Joe Moore
• Vision Board Kit
• Solid Roots
• Mind the Gap
• Netflix Project 

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!

Send us Fan Mail

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 support the way many creatives actually think and work, and how being a parent shaped her career decisions. We dig into the reality of juggling big-name clients, managing energy, working with a rep, and building a sustainable freelance practice that doesn’t drain your soul.

She also walks us through her thriving, but intentionally chill, product shop, what she’s learned from vending at events like Adobe MAX, and why she reins herself in on new product ideas. We also get into plant obsessions, tattoo pain scales, imposter syndrome (yes, she feels it too!), and dreaming bigger with kids' apparel and creative collaborations.

All that and more when you listen to this episode:

• Why Marisol officially returned to full-time freelancing this year
• The challenges of in-office creative roles when you’re a parent
• How kindness and not burning bridges led to years of referral-based work
• What it’s really like working with major brands (Target, Pringles, sports teams & more)
• Navigating freelancers’ “ebb and flow” without relying on social media
• How a creative rep supports her business and workload
• Lessons learned from vending at events and deciding what’s worth investing in
• How imposter syndrome shows up even when you’re thriving
• Why her dream projects now involve kids' apparel and playful design
• The power of experimenting, staying in your lane, and keeping your head down at work
• How plants, cooking, and hobbies outside design help her recharge 

Connect with Marisol Ortega

Instagram: https://www.instagram.com/marisol.ortega/ 

Website: https://www.marisolortega.com/ 

Shop: https://www.marisolortega.com/shop 

Mentioned in this episode:

• Adobe MAX https://www.adobe.com/max.html 
• AIGA Seattle https://seattle.aiga.org/ 
• Renegade Craft https://www.renegadecraft.com/ 
• Aqui Mercado Events https://www.instagram.com/aquimercado.seattle/
• Aaron Draplin https://www.instagram.com/draplin/ 
• Yoto Player

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!

Send us Fan Mail

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

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!

Send us Fan Mail

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

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!

Send us Fan Mail

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/ 
• P

Connect with Katie & Ilana from Goodtype

• Goodtype Website
• Goodtype on Instagram
• Goodtype on Youtube

We wrote a book! Grab a copy and sign up to access the audiobook when we release it!

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!