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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

    • Inspiration

    • Louise's Studio

    • Personal Projects

    • Working With Clients

    • Creating Identities

    • Presenting Final Work

    • Conclusion

40 students are watching this class

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.

334 of 338 students recommendSee All

Louise was absolutely stunning and educating in this class. I gained a lot of valuable tips and information about how to work with the client properly during the design process. Her teaching method was impressive and her style is unique and inspirational. 5/5!!!
An experience designer with the passion of what she's doing. Great tips and skills. Will rewatch her lesson and hope to watch more of her other lessons as well.
Very inspiring.





Louise Fili


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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