This course explores the craft of custom lettering and typography as applied to branding and client-based design work. Participants learn how to translate a brand's identity, voice, and values into distinctive hand-drawn or digitally rendered lettering, and how to navigate the practical realities of working with clients throughout the creative process — from initial briefing through to final delivery.

The course covers the fundamentals of letterform design, composition, and style development, alongside the professional skills needed to manage client relationships, present concepts persuasively, and refine work based on feedback. Emphasis is placed on creating lettering that is not only visually iconic but also strategically aligned with a brand's identity and commercial goals.

Learning Outcomes

By the end of this course, participants will be able to:

1. Apply core lettering and typography principles, including letterform construction, spacing, balance, and style variation, to create original brand lettering.
2. Interpret a client brief and translate abstract brand concepts (tone, personality, values) into visual lettering styles that reflect the brand's identity.
3. Develop a structured creative process, from initial sketches and concept exploration through to refined, client-ready artwork.
4. Communicate design decisions effectively, presenting and justifying lettering concepts to clients in a clear and professional manner.
5. Manage client feedback and revisions, adapting designs constructively while maintaining creative integrity and meeting client expectations.
6. Understand the commercial application of lettering, including how custom lettering is used across branding touchpoints such as logos, packaging, social media, and marketing materials.
7. Build a professional workflow for taking on lettering/branding projects, including scoping work, setting expectations, and delivering final files appropriate for client use.