The Identity Shift from Graphic Designer to Lettering Artist

Aurelie Maron is a lettering artist who graduated from the Queensland College of Art and Design, Griffith University. Her journey from studying graphic design to becoming a recognised name in the lettering community highlights the significance of identity and purpose in shaping your creative career.

In this interview, Aurelie shares her experiences, challenges, pivotal moments that shaped her career path, and valuable insights on finding purpose and meaning in your work.

Thank you so much for being our latest Creative Spark, Aurelie. Can we start the interview by discussing your career path to this point?

Sure thing! When I finished school, I studied for a Bachelor of English in New Caledonia, but that was just to kill time because I was under 18 and didn’t want to come to Australia alone. So I did that. I have a bachelor’s degree and am a licensed English teacher. So I can teach French or English in New Caledonia or Australia.

I always wanted a creative career, so I decided to study graphic design, thinking it would be an excellent way to make money from creativity. My uncle is a graphic designer, and I thought it was the only job you could do to be creative and earn a living. I went to Griffith University, where I earned a Bachelor of Digital Media with a major in Graphic Design, and I loved it.

I graduated in 2013 and got my first job at an agency for six months and then at another company for about ten months. I was doing chalk lettering for ads but wasn’t paid more, even though I was doing detailed, hand-crafted work while others did more straightforward tasks.

I felt undervalued and wanted a pay raise, which they refused, so I left. I relied on teaching and freelance work, initially working for my dad’s shops and posting my chalk lettering on Behance, which got me a few jobs.

Around 2016, I realised I didn’t want to do chalk lettering forever and aimed to build a design studio. I got a big client on a retainer, which allowed me to focus on finding other clients. However, the client relationship soured, and by 2019, I wrote a letter to myself (which I still have) saying I wanted to have a job I love and be financially free.

In 2020, all my freelance jobs were put on hold due to COVID-19 lockdowns. Being suddenly unemployed allowed me to focus on things I loved, like participating in the 36 Days of Type challenge. This increased my social media followers and led people to ask about my process, prompting me to create and sell brushes and courses. This shift helped me realise the value of sharing my knowledge and creative process.

How do you describe your creative identity?

I now describe myself as a lettering artist.

Changing my identity from graphic designer to lettering artist has shifted my work from a commodity to a luxury — something unique and valuable.

I can charge more, and I don’t negotiate time and price. I focus on projects that align with my style and passion.

Do you have a design philosophy or core values that guide your work?

Yes, I only take on jobs that align with my guiding values, which means only doing work I love and that improves my skills. These two principles guide my decision-making and ensure I continue growing and staying passionate about my work.

My focus has shifted from making money to improving my skills and influencing others. Success is now measured by how many people I help and how much I grow creatively rather than just financial gain.

What are your thoughts on the future of work?

AI will replace anyone who doesn’t have a unique style and does easily replaceable jobs. At my previous design job, I was replaced by another human, and nobody noticed, so that is the kind of job that AI can replace.

My lettering style is unique; people want my artwork, not AI. Showing the creative process is crucial to prove authenticity. People have always valued human-made work more, and sharing the process is even more crucial now with AI.

Aurelie’s journey demonstrates her ability to adapt, grow, and maintain a unique creative identity, making her work more valuable. By focusing on her unique strengths, Aurelie has achieved personal success and influenced and helped many others. Her story is a powerful reminder that clarity of purpose can lead to a fulfilling and impactful career.

You can see all Aurelie’s digital products on her website: aureliemaron.com