The Typecast: Grow Your Art Business
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 we’re not just doing it alone! We’ll be tapping some of your current (and soon-to-be) fa...
What If the World’s Biggest Type Company Could Predict the Next Font Trend? with Tom Foley | The Typecast Episode 69
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In this episode, we sat down with Tom Foley, Executive Creative Director at Monotype–the biggest type company in the world–for a conversation that went way deeper than we planned (in the best possible way). From his family’s legacy of stonemasons and sign painters to his graduate research on Irish typography, Tom gave us an entirely new lens through which to see typography.
We also dig into the big questions: what actually makes good type, how type trends work (and why they’re so hard to predict), what Monotype’s research...
What If Your Side Hustle Paid Your Mortgage? With Adam Vicarel | The Typecast Episode 68
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What does it actually look like to run a thriving creative business? One with branding projects, murals, fonts, and a coffee company in the mix?! In this episode, we’re joined by the endlessly curious and wildly productive Adam Vicarel, who is proof that creative experimentation paired with smart systems can take you a long way.
Whether you’re figuring out how to balance creative freedom with financial stability, trying to find the headspace for things that aren’t immediately due, or just wondering if LinkedIn is worth your time, this one’s...
What If You Built a Design Studio With No Rules? with Lope Gutiérrez-Ruiz | The Typecast Episode 67
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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 crea...
What If You Niched Out Instead of Down? | The Typecast Episode 66
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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...
What If Personal Projects Were the Reason You Got Paid Work? With Lisa McCormick | The Typecast Episode 65
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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 als...
What If Making Videos Helped You Make Better Art? | The Typecast Episode 64
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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 per...
What If Freelancing Didn’t Mean Doing Everything Alone? with Joshua Jevons | The Typecast Episode 63
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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 su...
What If Building a Design Studio Was Actually Supposed to Be Fun? with Brethren Design Co. | The Typecast Episode 62
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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 be...
What if I Left Full-Time to Freelance? with Marisol Ortega | The Typecast Episode 61
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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 does...
What if Small Businesses Lead the AI Revolution? with Rebecca Shostak of Flodesk | The Typecast Episode 60
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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 e...
What If Social Media Became 70% of Your Creative Business with Callum's Creative Club | The Typecast Episode 59
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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 to...
What If Taking On One Project Could Change Your Whole Career with Amber Asay | The Typecast Episode 58
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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...
What If We Stopped Tying Our Worth to Productivity with Weekend Creative | The Typecast Episode 57
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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 pa...
What If We Shared Our Art on LinkedIn for 30 Days: with Katie & Ilana | The Typecast Episode 56
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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...
What If I Purposely Kept My Art Business Small with Muralist Lisa Quine | The Typecast Episode 55
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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 surpr...
What If You Designed Fake Props for Real Movies: with Gina Alessi | The Typecast Episode 54
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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...
What if We Ran an Instagram Account with 1 Million Followers: with Emily Lynn Caulfield | The Typecast Episode 53
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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...
What if We Shared Openly About Mental Health: with Katie & Ilana | The Typecast Episode 52
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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 goin...
What if I Rejected Viral Content Formulas: With Will Patterson | The Typecast Episode 51
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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...
What If We Posted on Instagram Every Day for a Month: with Katie & Ilana | The Typecast Episode 50
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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 boundary-setting to unexpected wins and data deep-dives, this conversation is packed with honest reflections about showing up as creatives in a digital world that can feel…kind of soul-sucking at times. You’ll hear about w...
What If I Worked Less and Had More Fun: How Art Licensing Can Change Your Life with Krissy Mast | The Typecast Episode 49
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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 projects that lit her up to the ones that drained her, Krissy gets REAL about what it means to build a sustainable creative business (again).
We’ll also talk about the importance of setting boundaries, why sayin...
What If I Started Saying No to My Clients and Yes to Myself: With Radim Malinic | The Typecast Episode 48
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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 finding balance. His story emphasizes the importance of defining your “enough” and shifting focus from external validation to purposeful creativity.
This episode unpacks the realities of managing creative chaos, avoiding hustle culture traps, and fostering resilience in a fast-paced industry. Filled with...
What If I Made Joy My Biggest Priority in My Art Business: With Kate Smith | The Typecast Episode 47
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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 licensing, and why betting on yourself is the best investment you’ll ever make.
We also get real about the challenges of working with clients, staying true to your artistic voice while still paying the bills...
What If I Diversified My Income By Wholesaling My Art in Retail Stores: With Katie Hunt | The Typecast Episode 46
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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 Proof to Product, to break down everything artists and product-based business owners need to know about wholesale. Katie has helped THOUSANDS of brands grow their businesses by selling to big retai...
What If I Tried to Make $100k/Year as an Artist in 2025 with Goodtype | The Typecast Episode 45
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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 freelancing and art licensing to find a sustainable rhythm between creativity and entrepreneurship. From brainstorming income streams to redefining what success feels like, this conversation dives deep into what it takes to m...
What If We Went All In On Making Art In 2025: Reflections and Plans with Katie & Ilana | The Typecast Episode 44
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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 lessons we’ve learned about chasing creative fulfillment (and why it’s so important).
We also talk about the art of pitching you...
Type Talk, Dream Work, and Studio Shenanigans with Hoodzpah Design | The Typecast Episode 43
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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 about balancing big-picture projects and everyday hustle. Whether you’re here for the design inspo, the laughs, or the monster truck anecdotes, this episode’s got you covered.
So, buck...
The Evolution of a Design Career with Lettering Artist and Illustrator Jamie Clarke | The Typecast Episode 42
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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. Plus, we dive into a hot topic: AI and its growing impact on typography.
Packed with insights on navigating the ups and downs of a de...
Rethinking Marketing & Pricing Strategies for Fonts with Harbor Bickmore | The Typecast Episode 41
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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 your audience wants and needs. He also gives us a sneak peek into his future ventures and offers some insight into how he has navigated the type design market.
All that and m...
Creative Exploration and Mental Health Advocacy Through Art with Annica Lydenberg | The Typecast Episode 40
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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 meaningful connections is always front and center. Whether she’s working on her yearly calendar project or hosting themed dinners, Annica proves that creativity thrives with passion and generosity.
If you're a fellow type enthusiast, mural lover, or just i...
Showing up Authentically and Navigating Social Media as an Artist with Andy J Pizza | The Typecast Episode 39
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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 is a powerful reminder that each stumble, awkward phase, and clumsy attempt is an essential part of finding your voice—and, more importantly, discovering joy in the work itself.
All that and more wh...
Create and License Fonts with Self-Taught Type Designer Matthijs Herzberg | The Typecast Episode 38
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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 client work with personal projects.
Matthijs shares insights into his income distribution between font sales and client work, and delves into the intricacies of font licensing, purchasing, and distribution, highlighting different licensing structures and the challenges...
How to Monetize Your Creative Passion Without Dying Inside with Lauren Hom | The Typecast Episode 37
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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, entrepreneurship, and how her unexpected hobbies influence her work. She’s all about monetizing your passions and finding ways to explore your diverse interests.
All that and more when you listen to this episode:
• Her p...
We’re Making Changes: What to Do When You Get the Sunday Scaries & You’re Self-Employed | The Typecast Episode 36
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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 fulfillment without constantly chasing the next big thing. Katie shares a powerful moment she had in therapy, where she realized her relentless drive to always improve was getting in the way of feeling...
Running a Lettering and Design Business with an Agent While Working a Full-Time Job with Cymone Wilder | The Typecast Episode 35
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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 shares the challenges and perks of freelancing, including managing taxes, insurance, and maintaining a work-life balance. If you’ve been debating if you’re ready to take the leap or how you can manage freelance and a...
How To Become A Book Cover Designer with Art Director Casey Moses | The Typecast Episode 34
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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 details Casey’s process for designing book covers, hiring artists, and building a compelling portfolio, all while underscoring the value of book covers and the challenges encountered in the design process.
...
Branding and Client Relationships with Scott Fuller | The Typecast Episode 33
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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 shares the importance of building human connections with clients, the value of interpersonal skills for designers, and the need to incorporate design improvement into education. He also discusses value-based pricing, negotiating pricing, and payment terms.
He shares his perspectives on...
A Deep Dive into Multiple Income Streams for Freelance Artists with Jessica Hische | The Typecast Episode 32
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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 classes and book royalties, Jessica shares her experiences and insights on what works best for her and the challenges she has encountered along the way.
The conversation touches on the landscape of creative entrepreneurship, valuable advice on balancing pa...
Navigating Social Media as a Full-Time Artist with Fabiola Lara | The Typecast Episode 31
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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, emphasizing self-care and the value of self-teaching in creativity.
The conversation touches on cultural influences in creative careers and challenges in traditional job expectations, emphasizing the importance of embracing individuality in creative pursuits.
All that and m...
Finding Your Creative Community in the Design World with Dan Polyak | The Typecast Episode 30
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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 to working with bands and the drag community. The conversation covered the perception of album covers, freelancing challenges, and the importance of community in design. Dan also shares his personal website and upcoming projects, emphasizing the importance of collaboration and v...
