Sam Dubeau is a brand designer, calligrapher, and lettering artist who creates lasting impressions through impactful visual identities and immersive experiences.
She has completed hand lettering and typography works for brands such as Nike, Real Simple, Trader Joe's, and Pottery Barn Teen. She is the founder of the boutique wedding stationery studio Have & Hold Design and has hosted over 80 creative workshops and events locally and online.
What initially inspired you to start lettering, and how did you discover your passion for it?
My biggest influences since starting my lettering journey have been Jessica Hische and Lauren Hom. As a budding designer hungry for inspiration, my Pinterest feed was flooded with their work. I found their art mesmerizing and was fascinated by all the ways to playfully mold letters into expressive new forms.
As I started exploring the tools, I realized I had somewhat of a knack for it and really enjoyed the process, so naturally, it became a practice that consumed me—eventually leading to projects and client work.
What advice would you give to aspiring lettering artists who are just starting and seeking inspiration?
If you’re an aspiring lettering artist, the best bit of advice I would give is to be selective about where you’re sourcing your inspiration and what you’re considering a ‘North Star’. The boom in lettering work has only continued to grow over the years, as has the range in skilful execution showcased on the internet.
If you’re serious about improving your lettering, it’s crucial to understand the fundamentals of the tools required to create it, as well as concepts like Bézier curves, calligraphic stroke contrast, and flourishing, among others.
Gather inspiration from letterers who have been in the game for a few years and have a solid track record working on larger client campaigns.
There is a reason they’re hired for their lettering skills and work at the level they do; there is a consistency of quality and respect for the original handcraft, which informs any type of physical or digital output.
Can you describe your process for developing and refining a new lettering style or project?
To start any project or develop a new lettering style, I collect sample inspiration and then begin planning and drafting concept sketches.
For calligraphy, in particular, it’s essential to draw out an entire alphabet specimen. I’ll usually do that a few times to ensure consistency and cohesion between letterforms, and often test a few different nibs or pens to pick the best tool for that particular style.
The next step is the most critical: practice repeatedly. Practice, practice, practice (especially for styles that are to be done by hand regularly) until it feels absurdly natural.
How do you approach continuous learning and skill improvement in your lettering practice?
My approach to continuous learning is to always lean into my curiosities.
Whether I intend to pursue a skill professionally or not doesn’t prevent me from trying something new creatively. And when if you do decide to work towards improving your skills, I recommend diving into community spaces—both local and online; it’s helped me tremendously.
Don’t be afraid to share and ask questions throughout the process. You’d be surprised how many others are on the same journey and are open to support.
What advice do you have for lettering artists looking to diversify their income streams beyond freelancing?
There are a myriad of ways to diversify your income as a freelancer. It’s first essential to identify which forms of lettering you enjoy most and are most competent to deliver professionally. Lean into this work, fill your portfolio with it, and create regular content on it.
The most obvious aim is for commissions and campaign work, but don’t discount other revenue opportunities like selling creative assets, courses (or mini-courses and tutorials), workshops, resources and the like.
By tapping into your community and engaging followers online, you’ll begin to see the spark of opportunities arise.
Can you share a success story or milestone in your career that you're particularly proud of?
A real milestone moment for me was working on a nationwide multi-media campaign with a large creative agency a few years ago. It was my highest-paid booking to date and ran incredibly smoothly. It consisted of a batch of brush-style lettering short phrases, vectorized to scale for a variety of screen and print applications.
The lettering style was a nod to the brand’s retro roots, embracing the look of the golden era of sign painting.
What future goals or projects do you have for your lettering career, and how are you planning to achieve them?
Since then, my goal has been to repeat projects like this. More recently, alongside this, I’ve been leaning into live event work and activations.
I invested in an engraving tool and have been working on producing samples for the past few months. Now, I am ready to pack it up in my toolkit to bring with me for on-site personalizations.
It’s a new chapter for my calligraphy studio, and I couldn’t be more excited!
Dream Project or Collaboration
If you’re looking for a touch of luxe art at your next event or celebration, reach out. I work with all types of materials and applications—from gold foil on notebooks and luggage tags to glass and metal engravings on candles, fragrances, and fine spirits. I’d love to create something memorable for you and your guests!
We hope you enjoyed our feature interview with Typism 100 member Sam Dubeau.
For more of her work, visit Sam’s website or follow her on Instagram @samdubeau
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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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