As an adviser at the University of Arizona, Ashley White told many students to find a way to turn what they love into a career.
Three years ago, she followed her own advice and pursued her passion for hand lettering and art.
She started small, landing her first gig off of a Craigslist ad soliciting artists to make a chalk menu.
White also creates custom boards for restaurants and businesses.
"I didn't have anything in my portfolio, but the guy gave me a chance," White recalled. "I would bike over after 5 (when she got off work) to work on it. It took me about two weeks, but I was just hooked. I put in my notice the next month and said 'I'm gonna find a way to do this.'"
That's exactly what she did.
After much thought, she came up with a name for her business — Modern Aquarian Hand Lettering and Sign Art — and ran with it.
"A lot of hand letterers have punny names and that just wasn't really my kind of thing," White said. "Aquarius (White's astrological sign) is creative but also intelligent, so I think it's a good combination...Aquarians are also supposed to be humanitarians, so another aspect of the business is I offer a wide range of price points, so it's accessible to everybody."
Home decor items such as these signs are part of Amanda White's repertoire.
She's been "nonstop booked" ever since.
"It's been way better than I ever could have imagined," White said. The demand has been way more than I expected."
White hand letters custom signage for weddings, home decor and businesses. She also rents out pieces that are already done to help keep expenses down for her clients.
As a self-taught artist, White studies other designers and existing fonts and then creates her own designs.
"There's a lot of room for creativity and individuality but there are rules, quote unquote, for typically what looks more comfortable to the eye," White said. "Any traditional sign artist will tell you there are rules to how letters are constructed."
For weddings, White custom designs signage to match the couple's invitations, colors, flowers and personality and adds illustrations geared toward each couple.
"I always loved drawing, but I love doing it for other people," White said. "I never knew commissioned artwork could be a full-time career. I love the challenge of creating artwork that matches a restaurant's brand or creating something special just for a couple that they're gonna cherish. I love doing weddings because I love when the bride picks it up and says 'oh my god, it's so beautiful'...It adds something special and creates a visual atmosphere for the event."
White loves the reactions of brides when they get the signs she creates for them.
White came to the #ThisisTucson office to give us a demo on hand lettering. Watch the FB live video below to pick up a few tips:
Try it yourself
Tips from Ashley:
Study. Look at what is out there and make your own decisions about what you like and what you don't. You're going to make your own style, but you're going to incorporate it with what you see from others. I'm very anti-plagarism. If a client asks me to replicate a design I'll say no. Part of studying is definitely referencing. Pay attention to characteristics, like where it starts on the page, how they work together...then you'll get a good sense of what works and what doesn't.
White combines her painting and illustration skills with her hand lettering skills to make beautiful signs an boards.
Practice. A lot. Calligraphy and lettering is a very smooth process, so it's really important to have muscle memory. Practicing when you don't have a project in mind and practicing when you do...It's not a natural movement. You have to train those muscles that you don't use very often to do that particular movement.
Think of it as art. I kind of see it as drawing something. I have to put in a different part of my brain. You know you spell and speak with the left side of your brain. You draw and write from the right side..If you think about it in a more artistic way, you can kind of train your brain to recognize the curve, shape and line of the letters. Think of it more like art. More like I'm drawing this pretty shape. How does this shape look to me? I really try to focus on the thickness, thinness, curvature...those type of elements.
Supplies
White's favorite markers to use for paper calligraphy are Tombow dual tip pens because there's a fine point and a calligraphy tip. You can get them locally at Arizona Art Supply.
For use on chalkboards, wood or glass, White recommends Zig markers because they're affordable and have a wide range of colors. You can get there here.
Follow White
Instagram: @modernaquarian_lettering
Facebook: modernaquarian
