Martina Flor
Martina Flor is an award-winning Lettering Artist, Author, and Educator. In 2010, she moved from South America to Berlin and successfully launched her studio for lettering and custom typography.
Since then she has worked with several high-profile clients, been on stage at dozens of design conferences, written books, won awards, and taught thousands of aspiring freelance lettering designers to hone their craft, become hand-lettering masters, and expand their business.
With her unique approach to both teaching and lettering design, Martina has impacted the work and businesses of thousands of brands and creatives all over the world. Over 100,000 people have used her books, courses, tools, and coaching to master hand lettering and make a living with their creative skills.
She is a passionate speaker and author who loves what she does and enjoys sharing what she knows with the community.
Talk: Telling good from bad
Lettering is everywhere! Social media has triggered this boom and has influenced the appearance of many who make a go of lettering professionally. But how to tell good from bad? In my keynote I put together several criteria that can help designers to identify and filter good quality lettering pieces from the stream of typographic pieces out there. The talk will give a broad overview over the art, including defining what is lettering and what is not, what is the difference with type design and will walk you through the working process of a lettering artist including analog and digital tools.
