Letterform Archive – In-Person Core: Type Marketing and Community Building

Events

In-Person Core: Type Marketing and Community Building

In-Person Core: Type Marketing and Community Building
with Lizy Gershenzon, Travis Kochel

Type West Certificate Program
Workshop at Letterform Archive
Sat–Sun, Nov 5–6, 2022
10:00am–1:00pm PT

During this in-person weekend workshop, students learn strategies for marketing their typefaces, finding their audience, and building a community.

Type design can be a long, hard process and marketing and selling fonts is often difficult. In an ideal world, we would focus on drawing type, throw the finished package on the internet, and hope that, if it’s good enough, people will find it. For most of us, this isn’t reality and we must find ways to get others excited about our work.

The good news is there’s a lot to be gained by forging a tighter relationship between marketing and the type design process. It’s helpful to touch base with your target audience to understand what they want. Otherwise, releasing typefaces can feel like throwing darts while wearing a blindfold.

During this workshop, we’ll explore how to market your work and find your unique voice. We’ll also talk about targeting your audience and building a community to help create enthusiasm for your hard work and build momentum for future releases.

Learning Outcomes
  • Develop your voice and unique perspective
  • Find your audience and build community
  • Marketing and positioning strategies in a crowded market
  • Creation of visual materials for typeface releases
  • Creative ways of releasing type
Required Materials
  • Computer
  • Sketchbook

Note: This workshop is only open to students enrolled in the 2022 Type West Online Postgraduate Certificate Program in Type Design.

About Lizy Gershenzon

Lizy is a co-founder of Future Fonts, a platform for licensing in-progress typefaces, and Vectro Type Foundry. During the last 14 years she has been a partner at Scribble Tone, focusing on design and strategy for creative community platforms. She also contracts at various design agencies and digital products.

About Travis Kochel

Travis is a co-founder of Future Fonts, a platform for licensing in-progress typefaces, and Vectro Type Foundry. For the past 14 years he has been a partner at Scribble Tone, focusing on branding, web development, and type design for creative communities. He’s also an Adjunct Professor, teaching Type Design at Portland State University.

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