The primary challenge when creating representational lettering is balancing legibility of type and clarity of object. This is only made more complex when a client is involved. Sasha Prood will examine her representational lettering process from project brief, through ideation, sketch evolution, final art, and even the occasional “final final” art. She will delve into several of her more involved client projects, ranging from handlettered alphabets to illustrated covers to campaign art, shinning a light on the wins, compromises, lessons learned, and even a few “gotta let it go.”
Sasha Prood, an illustrator and graphic designer living and working in Brooklyn, New York, runs a studio specializing in hand lettering. Her work, carefully constructed using graphite, ink, watercolor paint, and digital media, focuses on themes of the organic, natural, and scientific. Sasha is an alumna of Carnegie Mellon’s School of Design, The Cooper Union’s postgraduate typeface design certificate program Type@Cooper, and the School of Visual Arts’ MFA Design Entrepreneur program. She has also trained abroad at St. Gallen, Switzerland’s Schule fur Gestaltung. In 2014 Sasha was selected as one of Print Magazine’s “20 Under 30: New Visual Artists.” Most recently she was featured in the 2015 Print Magazine Regional Design Annual and is a 2016 HOW Magazine International Design Awards winner. Her client work includes projects for Penguin Random House, WIRED Magazine UK, Bergdorf Goodman, SPACE NK, Milton Glaser Inc., and BBH New York. Her designs have also been featured in Los Logos 7 (Gestalten), The Little Book of Lettering (Chronicle Books), Computer Arts Magazine, ELLE Interior Magazine, Apartment Therapy, and Design*Sponge.