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Keynote

The Art of Seeing: How letter design changes the way you see the world

Martina Flor

Oct 20, 9:45 - 10:30 AM

Meridian Hall — Main Stage

Schedule

We often think creativity is about having better ideas. In reality, it begins with seeing what others overlook.

Martina has spent the past 15 years exploring how letterforms shape the way we communicate, perceive and connect with the world around us. When she moved from Argentina to Germany, she discovered that much of what we communicate isn’t expressed through words, but through the subtle shapes, rhythms and details that surround us every day. That realization sparked a lifelong fascination with letterforms and ultimately transformed the way she sees design, typography and the world around us.

In this inspiring and visually rich keynote, Martina takes you behind the scenes of her letter design practice, revealing the invisible decisions that give letterforms personality, emotion and meaning. Through sketches, real client projects and the evolution of her work from rough concept to finished artwork, she’ll show how slowing down and paying closer attention can unlock stronger creative instincts, sharper visual judgment and more distinctive design. More than a talk about letter design, this is an invitation to see the world through a designer’s eyes and discover how developing a trained eye can transform the way you create.

You’ll leave with:

  • A new perspective on how typography and letterforms shape the way we perceive brands and ideas.
  • Practical techniques to sharpen your visual judgment and strengthen your creative instincts.
  • A behind-the-scenes look at a professional letter design process from sketch to finished artwork.
  • A framework for developing expertise by learning to observe before you create.

You’ll never look at typography, or the world around you, in quite the same way again.



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