The Typecast: Grow Your Art Business

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In this episode, we sat down with Tom Foley, Executive Creative Director at Monotype–the biggest type company in the world–for a conversation that went way deeper than we planned (in the best possible way). From his family’s legacy of stonemasons and sign painters to his graduate research on Irish typography, Tom gave us an entirely new lens through which to see typography.
We also dig into the big questions: what actually makes good type, how type trends work (and why they’re so hard to predict), what Monotype’s research reveals, and where variable fonts are actually landing in the world.
All that and more when you listen to this episode:
The fascinating origin story of what we now call Irish type
What makes good type
Whether design knowledge and historical context make you better or worse at type design
What Monotype’s research reveals about purchasing habits across generations
Whether giving users more font choice in apps is actually what people want (or need)
Type as a deeply human invention–linked to language, identity, and culture
Connect with Tom Foley
Instagram: https://www.instagram.com/tom_foley_type/ 
LinkedIn: https://www.linkedin.com/in/tom-foley-75062158/ 

Mentioned in this episode:
Monotype https://www.monotype.com/ 
Monotype’s ReVision Report 2025 https://www.monotype.com/resources/ebook/unlock-report-revision-2025 
Montotype’s Report 2024 https://www.monotype.com/resources/ebook/unlock-report-type-trends-2024 
What the font https://www.myfonts.com/pages/whatthefont 
Brethren Brothers https://www.brethrendesignco.com/ 
Connect with Katie & Ilana from Goodtype
Goodtype Website
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We wrote a book! Grab a copy and sign up to access the audiobook when we release it!
Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!
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Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!

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What does it actually look like to run a thriving creative business? One with branding projects, murals, fonts, and a coffee company in the mix?! In this episode, we’re joined by the endlessly curious and wildly productive Adam Vicarel, who is proof that creative experimentation paired with smart systems can take you a long way.
Whether you’re figuring out how to balance creative freedom with financial stability, trying to find the headspace for things that aren’t immediately due, or just wondering if LinkedIn is worth your time, this one’s for you.
All that and more when you listen to this episode:
How Adam structures his day using the Pomodoro Technique (and why creatives need structure to be creative)
The “be everywhere, always” approach to marketing and why it’s really just being authentically top of mind
How to build passive income streams without overthinking them first
Font sales, SEO, and why Adam’s “little turd fonts” now pay his mortgage 
Why financial stability is the foundation for creative experimentation
The $100k conversation: what it actually means and why it looks different for everyone
Batching content and staying consistent on social media
Raising rates with confidence: what it signals to clients and why it matters 
Project management and getting ideas out of your head so they stop taking up space

Connect with Adam Vicarel
Website: https://www.adamvicarel.com/
Instagram: https://www.instagram.com/vicarelstudios/
Coffee Company: https://www.instagram.com/allclevelandcoffee/ 

Mentioned in this episode:
Follow Your Art Book
Pomodoro Technique
Brethren Design Co.
Asana
Connect with Katie & Ilana from Goodtype
Goodtype Website
Goodtype on Instagram
Goodtype on Youtube
We wrote a book! Grab a copy and sign up to access the audiobook when we release it!
Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!
Leave us a review on Apple Podcasts

Subscribe to the show

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Follow us on Tiktok @lovegoodtype

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Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!

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What happens when a journalist from Venezuela becomes a self-taught designer, typeface foundry founder, and curator of one of the most ambitious graphic design exhibitions in recent memory? You get Lope Gutiérrez-Ruiz, and our conversation with him does not disappoint. 
Lope is a partner and project lead at In-House International, a design studio and typeface foundry. He’s also a TED Fellow, a Knight Fellow at Stanford, and the curator behind One Hundred Points.
In this episode, we dig into what it actually looks like to build a creative practice rooted in curiosity and systems–not just style. Lope shares his take on design rules (and whether you should bother learning them) and how his journalism background still shapes every creative decision he makes. We also get into the realities of working with nonprofits, font piracy, and how he pulled off a massive exhibition without taking a sabbatical. 
All that and more when you listen to this episode: 
How Lope went from journalist to publisher to self-taught designer and typeface founder
Why being self-taught may actually be a creative advantage 
His philosophy on design rules, systems, and building a practice around curiosity 
The studio structure at In-House International 
The truth about font piracy and typeface licensing
How One Hundred Points came to be and why he thinks every designer should participate in an exhibition
Tips for funding a creative exhibition through sponsorships
The “Alphabet of Tomorrow” talk at South by Southwest 

Connect with Lope
In-House International: weareinhouse.com 
Instagram: weareinhouse
One Hundred Points Exhibition: onehundredpoints.org 

Mentioned in this episode:
Run Studio Run https://nopicnicpress.com/shop/run-studio-run 
South by Southwest, “Alphabet of Tomorrow” talk, March 18, 2026 https://schedule.sxsw.com/events/PP1150035 
Follow Your Art by Katie Johnson & Ilana Griffo (book releasing March 17th!) https://goodtype.us/follow-your-art-book 
Book Launch Event @ Roommate Collective at Springdale General, Austin: March 18th, 5-8pm
Tactical Guide to Sponsorship PDF
Connect with Katie & Ilana from Goodtype
Goodtype Website
Goodtype on Instagram
Goodtype on Youtube
We wrote a book! Grab a copy and sign up to access the audiobook when we release it!
Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!
Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

Learn from Katie and Ilana

Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!

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“Finding your style” is the number one question we get asked, and the one we’ve asked ourselves for years. In this episode, we’re diving into the real question behind it: what if it’s not about finding a single aesthetic… but about uncovering your creative identity? 
We’re celebrating the announcement of our new book, Follow Your Art, and sharing why we wrote it, what you’ll find inside, and how the entire process changed the way we think about style, niching, and creative confidence. We talk about why committing to one aesthetic can feel like a cage, why effortless ideas are often your most authentic ones, and how your “secret sauce” is built from everything. 
We also unpack our take on “niching out, not down,” how to write an artist statement that actually feels like you, and how to market your work without feeling gross.
All that and more when you listen to this episode:
Why “How do I find my style?” might be the wrong question
The difference between style and creative identity 
Why committing to one aesthetic feels terrifying (and limiting) 
The ice cream shop metaphor that reframes everything
How to identify your creative “secret sauce” 
Why what feels effortless might actually be your magic
The role of childhood memories, relationships, and non-art influences in shaping your work
What “niching out, not down” really means
What it was like to co-write a book over several years
Why creative work doesn’t have to feel hard to be valuable
And so much more! 
Mentioned in this episode:
Follow Your Art (our new book!) https://goodtype.us/follow-your-art-book 
Free audiobook with pre-order https://goodtype.us/follow-your-art-book 
Goodreads https://www.goodreads.com/book/show/239923273-follow-your-art 
Connect with Katie & Ilana from Goodtype
Goodtype Website
Goodtype on Instagram
Goodtype on Youtube
We wrote a book! Grab a copy and sign up to access the audiobook when we release it!
Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!
Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

Learn from Katie and Ilana

Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!

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Pre-order our book, Follow Your Art! https://goodtype.us/follow-your-art-book
In this episode, we’re joined by illustrator, designer, and letterer, Lisa McCormick who is celebrating 10 years of full-time freelancing and doing it her way! Lisa shares how she’s built a career working with major brands without being loud online or glued to every social media platform. We talk about why personal projects are often the reason dream clients come knocking, how curiosity and experimentation have shaped her signature style, and why being “quiet” online doesn’t mean being invisible. 
We also get real about freelancing and burnout and what it looks like to intentionally design a workday (and life) that actually feels good. From color obsession phases and travel-inspired projects to co-working for mental health, this episode is packed with honest insights for creatives navigating long-term careers.
If you’ve ever felt pressure to show up louder, work longer, or sacrifice yourself to success, this conversation is a reminder that there are many ways to build a fulfilling creative life.
All that and more when you listen to this episode:
What 10 years of freelancing has taught Lisa
Why personal projects are her biggest source of paid client work
How curiosity and experimentation lead to unexpected opportunities
Booking major clients without constantly posting or self-promoting
The difference between growing a following and growing a career
Finding and developing a signature illustration style
The realities of art theft, Pinterest virality, and protecting your work
Why bigger clients often allow more creative freedom
Building healthier workdays and boundaries, breaks, and balance
Connect with Lisa McCormick
Instagram: https://www.instagram.com/madebylisamarie/ 
Website: https://madebylisamarie.com/ 
Behance: https://www.behance.net/LisaMcCormick
Mentioned in this episode:
Chicago Bears
Marine Layer
PBS
Dribbble
Adobe MAX

Connect with Katie & Ilana from Goodtype
Goodtype Website
Goodtype on Instagram
Goodtype on Youtube
We wrote a book! Grab a copy and sign up to access the audiobook when we release it!
Love The Typecast and free stuff? Leave a review, and send a screenshot of it to us on Slack. Each month we pick a random reviewer to win a Goodtype Goodie! Goodies include merch, courses and Kernference tickets!
Leave us a review on Apple Podcasts

Subscribe to the show

Tag us on Instagram @Goodtype

Follow us on Tiktok @lovegoodtype

Learn from Katie and Ilana

Grab your tea, coffee, or drink of choice, kick back, and let's get down to business!