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Martina Flor Academy: The Lettering Seminar

An 8-week immersive program in the craft and business of lettering design

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The Lettering Seminar is Martina Flor's flagship annual program — an 8-week structured course that takes lettering designers from wherever they're starting and moves them toward professional-level craft, a portfolio they're proud of, and real paid opportunities. It runs once a year and combines video curriculum, live sessions with industry leaders, personalized feedback, and a global student community into what many graduates describe as the equivalent of an elite university education in hand lettering.

The program is built around Martina's belief that the gap between loving lettering and creating professional work isn't about talent — it's about structure. Every week of the seminar is designed to close that gap progressively, with feedback built in throughout. Students leave with stronger skills, a portfolio piece they made during the program, and a clear sense of what it takes to turn lettering into a career.

Outcomes

  • Build professional-level lettering skills step by step
  • Create a portfolio piece you're proud to put your name on
  • Understand how to find clients and get paid for your work
  • Develop a repeatable process for producing strong lettering
  • Join a global network of designers and artists

What's included?

  • 8-Week Structured Curriculum

    Step-by-step video lessons covering letterform foundations, composition, style development, and professional application — starting from any level.

  • Live Sessions with Martina

    Live Q&A and group sessions throughout the program for direct feedback, guidance, and connection with Martina and fellow students.

  • Personalized Feedback

    A dedicated support team to give you feedback, answer your questions, plus dedicated sessions with Martina and instructors reviewing your work.

  • Global Student Community

    Access to a private community of students from around the world to share work, get feedback, and stay connected throughout the 8 weeks.

  • Lifetime Access & Replays

    All course content and live session recordings are available to revisit anytime — live attendance is not required to get full value.

  • 14-Day Money-Back Guarantee

    If the program isn't the right fit within the first two weeks, you receive a full refund.

  • Exclusive Access to Industry Experts

    Stay up to date with the latest trends and insights through live sessions with a curated lineup of guest instructors actively working in the industry.

Who is this for?

  • Aspiring lettering designers and artists who want structured guidance and a supportive community
  • Designers looking to add hand lettering to their skill set and portfolio
  • Freelancers who want to start attracting paid lettering assignments
  • Anyone who has completed a lettering course and wants to keep momentum going

About the creator

Martina Flor picture

Martina Flor

Award-Winning Lettering Designer | Founder of Big Ampersand | TEDx Speaker

I'm Martina Flor — an award-winning lettering designer, author, and educator based in Berlin. Since 2010, I've been teaching the art and business of hand lettering to designers, illustrators, and artists around the world through my academy. My book T...