Lettering for Brands: Working with Clients to Create Iconic Designs

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.

• Introduction
• Inspiration
• Louise's Studio
• Personal Projects
• Working With Clients
• Creating Identities
• Presenting Final Work
• Conclusion