The Typecast: Grow Your Art Business

Katie Johnson and Ilana Griffo of Goodtype
  • 5.0 (81)
  • ENTREPRENEURSHIP
  • UPDATED BIWEEKLY

Dear hand letterers, designers, and artists of all sorts—despite what your grandma thinks, we know there’s a whole lot more to what you do than just “drawing pretty pictures.” This podcast, hosted by Katie Johnson and Ilana Griffo of Goodtype, is about what it *really* means to be a working creative. From finding clients to pricing your work and nerding the heck out about kerning, we’re covering everything that goes into building a successful and sustainable business around your passion. And we’re not just doing it alone! We’ll be tapping some of your current (and soon-to-be) favorite artists for inspiration, insight, and laughs. We’re big on giving takeaways that you can actually put into action, and we’re even bigger on having a good time while we do it. Tune into the Typecast twice a month for a tittle-ating time (yep, we’re gonna type-pun your face off), and don’t forget to subscribe and leave a review so we can show our moms how famous we are!

  1. 12/16/2025

    What If Building a Design Studio Was Actually Supposed to Be Fun? with Brethren Design Co. | The Typecast Episode 62

    Send us a text What happens when two brothers decide to stop overthinking it and build a design studio around the kind of work they actually want to make? In this episode, we’re joined by Jordan and Jeremy Coon of Brethren Design Co., a two-person studio built on trust, contrast, and a shared love of making things that are fun, expressive, and a little chaotic (in the best way). We discuss what it’s really like to work with family, how they naturally fell into different roles, and why embracing each other’s strengths has been key to their success. We also dig into how they educate clients, move past the “I just need a logo” mindset, and create space for projects that don’t neatly fit into one box, from branding and packaging to fonts, board games, and beyond. Along the way, they share honest insight from quitting their day jobs, navigating LinkedIn as designers, and why doing work you genuinely enjoy tends to attract the right opportunities.  All that and more when you listen to this episode: What it’s like building a studio with your sibling How different creative strengths naturally turn into clear business rolesThe chaos vs. structure dynamic and why both are necessaryWhen and how they decided to quit their full-time jobsWhy educating clients is a designer’s responsibility How showing process helps clients understand valueWhy they don’t niche themselves into a single categoryHow fun, personality-driven work attracts the right clients Why they removed pressure from fonts by not tying them to revenue goalsCold outreach, long-game visibility, and unexpected referralsDesigning a full board game and how that opportunity came togetherLetting curiosity lead to new creative directions Connect with Brethren Design Co. Website: https://www.brethrendesignco.com/  Instagram: https://www.instagram.com/brethrendesignco/  Mentioned in this episode: Chicken and the WolfSliced Beer Four Fathers (Website Design) Joe MooreVision Board KitSolid RootsMind the GapNetflix Project Connect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    50 min

  2. 12/02/2025

    What if I Left Full-Time to Freelance? with Marisol Ortega | The Typecast Episode 61

    Send us a text In this episode, we sit down with illustrator, designer, and jill of all trades Marisol Ortega for a conversation that’s equal parts honest, hilarious, and deeply relatable for anyone navigating a creative career. Marisol talks about leaving full-time work (again!) to return to freelance life, why office-centric culture doesn’t support the way many creatives actually think and work, and how being a parent shaped her career decisions. We dig into the reality of juggling big-name clients, managing energy, working with a rep, and building a sustainable freelance practice that doesn’t drain your soul. She also walks us through her thriving, but intentionally chill, product shop, what she’s learned from vending at events like Adobe MAX, and why she reins herself in on new product ideas. We also get into plant obsessions, tattoo pain scales, imposter syndrome (yes, she feels it too!), and dreaming bigger with kids' apparel and creative collaborations. All that and more when you listen to this episode: Why Marisol officially returned to full-time freelancing this yearThe challenges of in-office creative roles when you’re a parentHow kindness and not burning bridges led to years of referral-based workWhat it’s really like working with major brands (Target, Pringles, sports teams & more)Navigating freelancers’ “ebb and flow” without relying on social mediaHow a creative rep supports her business and workloadLessons learned from vending at events and deciding what’s worth investing inHow imposter syndrome shows up even when you’re thrivingWhy her dream projects now involve kids' apparel and playful designThe power of experimenting, staying in your lane, and keeping your head down at workHow plants, cooking, and hobbies outside design help her recharge Connect with Marisol Ortega Instagram: https://www.instagram.com/marisol.ortega/  Website: https://www.marisolortega.com/  Shop: https://www.marisolortega.com/shop  Mentioned in this episode: Adobe MAX https://www.adobe.com/max.html AIGA Seattle https://seattle.aiga.org/ Renegade Craft https://www.renegadecraft.com/ Aqui Mercado Events https://www.instagram.com/aquimercado.seattle/Aaron Draplin https://www.instagram.com/draplin/ Yoto Player https://us.yotoplay.com/ Connect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    49 min

  3. 11/18/2025

    What if Small Businesses Lead the AI Revolution? with Rebecca Shostak of Flodesk | The Typecast Episode 60

    Send us a text In this episode, we’re joined by a very special guest, Rebecca Shostak, co-founder of Flodesk and lifelong designer-turned-entrepreneur. This conversation is packed with insights into how creativity, design thinking, and intentional decision-making can shape not just a project but an entire company. We also go deep into AI, the fears, the opportunities, and what it looks like to use it as a tool that supports creativity rather than replaces it.  Rebbeca shares how she went from designing merch for top artists to identifying a massive gap in the email-marketing world…and eventually building one of the most beloved design-forward platforms in the industry. We talk about the early days, the years of customer feedback that planted the seeds for Flodesk, and what it really took to go from idea to product without outside funding.  We also dig into the emotional and practical realities of creative entrepreneurship: learning to let go of control, hiring before you feel ready, defining roles within your team, and understanding your own strengths as your business grows.  All that and more when you listen to this episode: Rebecca’s path from merch designer to co-founding FlodeskHow growing up around entrepreneurs shaped her mindsetThe importance of validating ideas through honest conversations Why intentionality is the foundation of good designThe shift from being the designer to leading a creative teamHow to hire well and why doing the work yourself first mattersCreative risks that paid off Why AI can’t replace creativity, and what it can free up time forHow creatives can use email marketing even without a product to sell Building thought leadership and connection through emailThe future of work, creativity, and the new wave of toolsConnect with Rebecca Shostak, Co-Founder of Flodesk Try Flodesk for Free: https://flodesk.com/c/GOODTYPE Rebecca’s Instagram: https://www.instagram.com/rebecca.shostak/ Flodesk’s Instagram: https://www.instagram.com/flodesk/ Mentioned in this episode: Flodesk https://flodesk.com/c/GOODTYPE (unlimited plan ends soon!)Canva WordPressConnect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    52 min

  4. 10/07/2025

    What If Social Media Became 70% of Your Creative Business with Callum's Creative Club | The Typecast Episode 59

    Send us a text In this episode, we sit down with Callum from Callum’s Creative Club to explore the twists and turns of balancing freelance design, social media content, and staying true to your values. From landing dream projects with Nike to navigating the wild ride of building an online following, Callum shares the highs, lows, and lessons that come with straddling two creative worlds. We dig into the reality behind comparison traps, how boundaries keep creativity sustainable, and why building community matters more than chasing algorithms. Callum also opens up about shifting energy toward his newsletter as a healthier, more authentic way to connect with designers and creatives. If you’ve ever struggled with creative balance, content pressure, or simply wondered how to grow without losing yourself, this episode is for you.  All that and more when you listen to this episode: The surprising story of landing a dream freelance client right awayWhy working with values-aligned brands makes the biggest differenceHow the pandemic reshaped Callum’s career into content creationThe double-edged sword of viral growth (and why it’s not always what you think)Setting healthy boundaries between online presence and offline lifeThe trap of comparison–and how newsletters became a safe creative outletHow to keep content authentic while standing out from the crowdWhy consistency and vulnerability resonate more than perfectionChoosing between client work, content creation, and educationThe importance of recalibrating your creative career when it drifts Connect with Callum Website: https://callumscreativeclub.myflodesk.com/linkinbio Instagram: https://www.instagram.com/callumscreativeclub/ Mentioned in this episode: Callum’s Creative Club Newsletter BrickConnect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    53 min

  5. 09/02/2025

    What If Taking On One Project Could Change Your Whole Career with Amber Asay | The Typecast Episode 58

    Send us a text What does it look like running your own design studio that works with names like Rosie Huntington-Whiteley? In this episode, we sit down with Amber Asay of Nice People to discuss the winding path that led her from scrapbooking experiments and show choirs to launching a successful design agency and a creative podcast. Amber shares the reality of landing big-name projects (and why you sometimes have to view them as long-term investments), the pros and cons of building a flexible studio model, and how she has learned to adapt her business during challenging times in the industry. (yes, everyone is feeling it, you are not alone!) We also dig into creative experiments, from launching a podcast to Airbnb hosting and the importance of slowing down, setting boundaries, and choosing sustainability over hustle. If you’ve ever wondered how to navigate client pricing, keep your creative spark alive, or find balance between parenting and running a studio, this episode is for you. All that and more when you listen to this episode: The inside story of working with high-profile clients Pricing challenges: balancing opportunity with sustainability Building a flexible “expand and contract” design studio modelWhy overhead isn’t always the dream (and how flexibility keeps you resilient)The slowest freelance year: adapting to industry shifts and diversifying income as an artistStarting a podcast as a creative side quest and what it really gives backHow planting “seeds” years ago is still paying off todayRethinking social media and marketing when you can’t post every dayWhy slowing down, setting boundaries, and working shorter hours can actually help creativity thrive Connect with Amber Asay Website: https://nicepeople.com/  Instagram: https://www.instagram.com/amberasay Nice People’s Instagram: https://www.instagram.com/nicepeople/  Women Designers You Should Know Podcast https://podcasts.apple.com/us/podcast/women-designers-you-should-know/id1741408177  Mentioned in this episode: The Kernference https://thekernference.com (use code TYPECAST!)Ralph Tyndall Designs https://www.ralphtyndall.com/ Poosh Project https://nicepeople.com/Poosh Prisma Markers Connect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    57 min

  6. 08/19/2025

    What If We Stopped Tying Our Worth to Productivity with Weekend Creative | The Typecast Episode 57

    Send us a text What happens when two dynamic duos get together to talk about creative business, collaboration, and the messy beauty of figuring it out as you go? In this episode, we sit down with Arabela and Elle of Weekend Creative to explore their journey from meeting in college lighting class to running a thriving commercial photography and education business. We dive into how they naturally found their roles as photographer/retoucher and art director/producer, why balancing personal projects with client work matters, and the ways they’ve navigated creative overlap in their partnership. They share insights about their evolving relationship with social media–from posting daily to outsourcing content creation, and why they’re now leaning into a more authentic, less-is-more approach.  This conversation goes deep into mental health, redefining productivity, and resisting the pressure to perform for an algorithm constantly. We talk about the slow seasons, the changing online education landscape, and the importance of setting success metrics that prioritize freedom, creativity, and well-being. Plus, you’ll hear practical takeaways for protecting your creative energy and showing up as your truest self. All that and more when you listen to this episode: How two creatives found their perfect balance of roles without a formal planWhy personal projects can fuel your client workStrategies for setting boundaries with brand vs. personal presence online The shifting landscape of online education for creativesHow to approach slow seasons without losing momentum (or your mind)The trap of productivity-based self-worth, and how to reframe itRedefining success to align with lifestyle, not just revenue goalsPractical tips for protecting mental health while running a creative business Connect with Weekend Creative Website: weekend-creative.com Saturday School: saturdayschool.com Instagram: https://www.instagram.com/weekendcreative/  Mentioned in this episode: The Kernference https://thekernference.com (use code TYPECAST)Adam Vicarel https://www.instagram.com/adamvicarel/Dr. Becky https://www.instagram.com/drbeckyatgoodinside/Connect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    57 min

  7. 08/05/2025

    What If We Shared Our Art on LinkedIn for 30 Days: with Katie & Ilana | The Typecast Episode 56

    Send us a text If LinkedIn isn’t the first place you think of when it comes to growing your creative business... you’re not alone. But in this episode, we’re sharing the surprising results of our 30-day experiment, where we posted on LinkedIn every weekday, and what we learned that blew us away. From analytics and reach to connection requests and actual leads, we’re breaking down what worked (and what didn’t), how we set up our profiles to attract the right people, and the ripple effects of showing up consistently. We also talk through the creative strategies behind our best-performing LinkedIn posts, the emotional rollercoaster of watching metrics spike, and how to use tools to make content creation more efficient, without losing your voice. Whether you’re curious about leveraging new platforms or feeling stuck with Instagram, this one’s for you. All that and more when you listen to this episode: Why we chose LinkedIn for a 30-day content experimentWhat we optimized on our profiles (and why it mattered)Full analytics breakdown: impressions, comments, reposts, and reachWhat made one post go semi-viralWhy bold visuals and strong hooks are everythingOur top post strategies: relatability, value, and toneUsing ChatGPT without losing your voiceWhat actually came from the experiment: leads, clients, and next stepsHow social platforms can still feel authentic if you lead with intention Mentioned in this episode: Katie’s LinkedIn: https://www.linkedin.com/in/katie-johnson-659a9b67/ Ilana’s LinkedIn: https://www.linkedin.com/in/ilanagriffo/ Goodtype Studio: https://goodtype.us/studioPrice with Purpose: https://goodtype.us/price-with-purposeThe Kernference: https://thekernference.comConnect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    1h 5m

  8. 07/22/2025

    What If I Purposely Kept My Art Business Small with Muralist Lisa Quine | The Typecast Episode 55

    Send us a text We’re joined by the wonderfully optimistic and multi-talented hand lettering artist & muralist, Lisa Quine, someone who has done everything from lettering murals for pro sports teams to designing custom hairbrushes for celebrities (Fergie included). We talk about her unique creative journey, how optimism fuels her freelance career, and how her Cleveland roots helped shape a dream path she never could’ve planned. We cover the wins, the weird gigs, the tough pricing decisions, and why saying “yes” to unexpected projects early on in our creative career has opened big doors in surprising ways. From creative conferences to lettering projects for celebrities, Lisa’s journey shows how embracing new challenges can shape a fulfilling creative career. If you’ve ever felt overwhelmed trying to price your work, balance your values with your income, or explain what it is you actually do, this one’s for you. All that and more when you listen to this episode: The creative career that started with late-night lettering lyrics + commission projectsHow saying yes (even to random guest room walls) can lead to celebrity gigsHow she intentionally stayed local and community-focused Murals, monsters, and making art for kidsCreating art for clients vs. creating art for yourselfReframing success as growth, not just followers or fameWhy mindset and optimism matter in freelance lifeInternships, teamwork, and scaling up without losing your soulThe emotional rollercoaster of creative pricingTeaching, workshops, and why not every gig needs to be “precious”Fergie, field hockey, roller skating, and our design-sport alter egosConnect with our guest: Lisa Quine Instagram: @lisa_quine Website Mentioned in this episode: Aveda brush project Guardians & Cavaliers mural workHoodzpahElizabeth GoodspeedMonique AimeeThe Monster ProjectIlana’s Book, Mind Your BusinessLetterWestThe KernferenceAnd a few… suConnect with Katie & Ilana from Goodtype Goodtype Website Goodtype on Instagram Goodtype on Youtube 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!

    49 min
See All (63)

5
out of 5
81 Ratings

About

Dear hand letterers, designers, and artists of all sorts—despite what your grandma thinks, we know there’s a whole lot more to what you do than just “drawing pretty pictures.” This podcast, hosted by Katie Johnson and Ilana Griffo of Goodtype, is about what it *really* means to be a working creative. From finding clients to pricing your work and nerding the heck out about kerning, we’re covering everything that goes into building a successful and sustainable business around your passion. And we’re not just doing it alone! We’ll be tapping some of your current (and soon-to-be) favorite artists for inspiration, insight, and laughs. We’re big on giving takeaways that you can actually put into action, and we’re even bigger on having a good time while we do it. Tune into the Typecast twice a month for a tittle-ating time (yep, we’re gonna type-pun your face off), and don’t forget to subscribe and leave a review so we can show our moms how famous we are!

Information

  • Creator
    Katie Johnson and Ilana Griffo of Goodtype
  • Years Active
    2023 - 2025
  • Episodes
    63
  • Rating
    Explicit
  • Copyright
    © 2025 The Typecast: Grow Your Art Business
  • Show Website
    The Typecast: Grow Your Art Business

You Might Also Like