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Lettering for Brands: Working with Clients to Create Iconic Designs

Louise Fili, Designer

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8 Videos (50m)
    • Introduction

      2:03
    • Inspiration

      3:28
    • Louise's Studio

      4:42
    • Personal Projects

      4:51
    • Working With Clients

      12:49
    • Creating Identities

      10:14
    • Presenting Final Work

      10:28
    • Conclusion

      1:25

About This Class

Enter the world of Louise Fili: lettering icon, design pioneer, AIGA Medalist, and best-selling author.

When Louise opened her design studio over 25 years ago, there were few women leading in design. But: by staying true to her Italian inspirations, love for art deco typography, and passion for design history, she carved a new niche that took the graphic world by storm — creating designs that matched her artistic passions, solved client needs, and felt forever relevant to the modern world.

In this inspiring 50-minute class, you’ll go behind-the-scenes into Louise’s studio to explore her creative process, design philosophy, approach to working with clients, and so much more. Key lessons include:

  • Client Management: The 20 questions to ask before beginning any project
  • Visual Brand Identity: Portfolio case studies exploring the start-to-finish process for developing and updating key brands in the food & hospitality spaces
  • Passion for Excellence: How small design details make all the difference, both visually and in professional relationships

Along the way, you’ll explore exclusive footage from projects throughout her storied career, focusing on before-and-after logos, iconic packaging, and personal projects.

Louise’s award-winning custom typography is a fixture in graphic design, and enthusiasts and creatives of all levels will love the inspiration, tactics, and wisdom she shares for students of all ages.

259 of 262 students recommendSee All

interesting part of lettering and Vizual Identification :)
So great!
very knowledgeable!

1,838

Students

2

Projects

Louise Fili

Designer

Founded in 1989, Louise Fili Ltd is a graphic design studio specializing in brand development for food packaging and restaurants. Formerly senior designer for Herb Lubalin, Louise Fili was art director of Pantheon Books from 1978 to 1989, where she designed close to 2,000 book jackets. She has received Gold and Silver Medals from the Society of Illustrators and the New York Art Director's Club, the Premio Grafico from the Bologna Book Fair, and three James Beard award nominations. Fili has ta...

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