Liz Volpi Impastato is a graphic designer and illustrator whose style blends a playful whimsy with classical inspiration, often leveraging hand lettering.
She has made art for a wide range of clients, from international brands like Raising Cane’s and Paperlike to small businesses and municipalities.
What initially inspired you to start lettering, and how did you discover your passion for it?
I completely stumbled upon it! In high school, all the trendy girls decorated their planners with doodles and funky lettering. They explored styles that inspired me, and I ended up developing some trendy ones as well.
After college, I pivoted my career to graphic design and learned that lettering is a legitimate art form. I had enjoyed it so much as a teen that it felt really natural to return to it. I loved finding excuses to incorporate custom lettering into any design project I could.
How do you stay inspired and motivated when facing creative blocks or challenges in your work?
For me, creative block typically comes from burnout or intimidation. Once I identify the cause, I can prescribe myself a decent remedy to heal it.
If I feel burnt out, I’ll incorporate lots of breaks throughout the day to take walks, sit outside, and rest for periods of about 15 minutes. I’ll try to keep my schedule light and give myself little treats throughout the week to keep my spirit up. If the burnout is really bad, it can take a few weeks to recover fully!
Eventually, I’ll start feeling energized again, and the momentum will come back.
If I feel intimidated by a project, I’ll start with a super small, manageable piece and play with ideas. Maintaining a level of detachment from what I’m making during this phase helps keep me flexible and prevents me from feeling discouraged as I move through iterations.
If possible, I budget for plenty of extra time because I know I’ll be experimenting, and there’s a chance I’ll fully pivot from a concept once I start feeling more confident. Once the confidence comes, so does the momentum.
Can you describe your process for developing and refining a new lettering style or project?
I always start by writing the word or phrase out to get a sense of how much space it needs. Then, I play with thumbnail drawings. Usually, I’ll stack the words together in a few different ways to see how they fit, and I’ll get a bit more experimental by drawing out shapes they could fill and adding illustrative elements. I try not to get too attached to an idea at this phase and just follow whatever pops into my head.
Once I have a thumbnail that I like, I enlarge it in Procreate or re-draw it on a new piece of paper to further develop. It doesn’t require perfection, just enough refinement to serve as a framework for final art. In the final art phase, I often work in Illustrator, Photoshop or Procreate.
Unless I have a defined colour palette already established, I would like to develop the piece using grayscale first. This helps curb my tendency to spend too much time swapping out colours before the letterforms are completed. Once it looks good in grey, I’ll play with colour and finalize the piece.
Can you discuss the role of community and networking in building your lettering business?
I cannot overstate how vital community has been for building my business!! I’ve become friends with a group of incredibly talented women—among them designers, illustrators and lettering artists.
Since connecting with them, my world has completely opened up. As business owners, we all experience a lot of the same struggles. Not only do we support each other through validation, but we also crowd-source solutions to the challenges that we face.
The general vibe is not just “if she can do it, so can I”; it’s also “if I can do it, so can you!” We stay in touch through Slack and meet up through Zoom pretty regularly. It’s worth it to cultivate this kind of community!
How do you balance the creative and business aspects of your lettering career?
For many years, I did not balance this at all. I spent most of my focus on improving my craft as an artist and ignored a lot of the business-y stuff.
Recently, though, I’ve become very diligent about tracking a ton of different things: cash flow, marketing efforts, how I spend my time over the course of a project, etcetera.
All of this data is really helpful! I use it to quote accurately, schedule timelines, assess which marketing channels have the best return on investment, etcetera.
I’ve also developed templates to streamline tasks like proposal writing, tracking time, invoicing, etc.
Having these systems in place makes the business side much easier, which keeps my focus between that and the creative stuff balanced.
How do you manage your time and stay organized with multiple projects and commitments?
I heavily rely on Google Calendar and Google Sheets to stay organized. I track almost every aspect of my business with Google Sheets, especially time. I have a lot of data on how much time various stages of previous projects took, which helps me predict accurate timelines and quote accurately for new jobs.
I’ll use this data to block out project-specific working blocks on Google Calendar and keep everything on schedule.
Dream Project or Collaboration
I’ve been lucky to have a few book-related illustration projects, and I would love to do more. Lettering for book titles, interior spots, or tackling a full book cover illustration—I’m interested in it all!
We hope you enjoyed our feature interview with Typism 100 member Liz Volpi.
For more of her work, visit Liz’s website or follow her on Instagram @lizvolpi
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padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403773330 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1720403751534 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403751534 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1720403751534 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403751534 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403751534 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1719902569227 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1719902569227 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1719902569227 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1719902569227 .block { /* default padding for desktop */ padding: 0px; padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 10px; } } /* mobile text align */ @media (max-width: 767px) { #block-1719902569227 { text-align: left; } } #block-1719902569227 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1719902569227 .btn--outline { background: transparent; color: #68d3d7; } #block-1719902569227 .card__footer { color: } /* flush setting */ #block-1698111760405 { padding: 0; } /* margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ background-color: ; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 20px; padding-right: 0px; padding-bottom: 20px; padding-left: 16px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698111760405 { text-align: ; } } #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: flex-start; } #block-1698111760405 .image, [data-slick-id="1698111760405"] .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1698111760405 .image__image, [data-slick-id="1698111760405"] .image__image { width: 100%; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1698111760405 .image__overlay-text, [data-slick-id="1698111760405"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: center; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; } #block-1698111760405 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 10px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698919145984 { text-align: left; } } #block-1698919145984 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1698919145984 .btn--outline { background: transparent; color: #68d3d7; } #block-1698919145984 .card__footer { color: } /* flush setting */ #block-1698913035794 { padding: 0; } /* margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* default padding for desktop */ /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698913035794 { text-align: center; } } #block-1698913035794 .btn, [data-slick-id="1698913035794"] .block .btn { color: #ffffff; border-color: #68d3d7; border-radius: 0px; background-color: #68d3d7; } #block-1698913035794 .btn--outline, [data-slick-id="1698913035794"] .block .btn--outline { background: transparent; color: #68d3d7; }
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