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What is LetterWest?
The Fourth Annual Craft Lake City LetterWest is an event celebrating calligraphy and modern hand lettering.
LetterWest is the leading hand lettering conference in the nation hosted by top lettering artists from Utah and around the globe. 2024 was the first year Craft Lake City hosted the conference in conjunction with Midvale City. The LetterWest conference features keynote speakers, panel discussions, a community art project and educational craft workshops. As the only hand lettering conference in North America, LetterWest brings together a unique creative community for calligraphers, muralists, tattooists, graphic designers, professionals and hobbyists.
When?
Save the date for the Fourth Annual Craft Lake City LetterWest, March 14 & 15, 2025.
Where?
Launched in partnership with Midvale City, this Conference for creatives is held throughout several locally-owned venues on Midvale Main Arts & Culture District.
Stay in touch! Follow us on instagram! @letter_west & @craftlakecity
PRESENTER LINE-UP
CHAZ BOJÓRQUEZ
KEYNOTE SPEAKER,
WORKSHOP INSTRUCTOR
& PANELIST
ABOUT CHAZ
(He/Him)
Chaz Bojórquez is a world-renowned graffiti artist based out of Los Angeles, California, celebrated for pioneering the iconic Cholo gang-style graffiti and elevating street art to museum collections.
Chaz is one of the first, and still working, graffiti artists since 1969. He pioneered the Cholo gang style graffiti unique to the West Coast of the United States. His style of letters, text and meanings revolutionized street graffiti into collectable artwork, which have been added into the permanent collections of 20 museums, including: LACMA, MOCA and three Smithsonian Museums in Washington D.C. He has exhibited in over 600 shows, lectured all over the world, and published three books, including: STREET WRITERS (1975), THE ART AND LIFE OF CHAZ BOJÓRQUEZ (2009), CHAZ BOJÓRQUEZ (2016). Chaz also has extensive writings in academia, cultural magazines, TV and radio interviews. His exceptional skills and talents have led him to design for Hollywood movies, book titles, tattoos, fashion, footwear and jewelry. In recognition of his significant artistic contributions to the world, Chaz was awarded a Doctorate of Humane Letters by the prestigious Art Center School of Design in Los Angeles in 2020.
KEN BARBER
KEYNOTE SPEAKER,
WORKSHOP INSTRUCTOR
& PANELIST
ABOUT KEN
(He/Him)
Ken Barber is a lettering artist, type designer, educator and author of the award-winning “Lettering Manual” based out of Wilmington, Delaware. He blames Don Martin comics, Santa Cruz skateboard graphics and speed metal logos for his infatuation with letterforms. For 30 years, Ken has produced dozens of fonts and has developed brand identities for companies worldwide, including Sandals Resorts, Jimmy Kimmel Live!, Only Vegas, the city of Los Angeles, the Broadway hit and The Cher Show. His work is featured in the collections of the Cooper-Hewitt National Design Museum and the Henry Ford Museum of American Innovation. Ken is the type director and studio letterer at House Industries and teaches at The Cooper Union in New York City. Together with his partner, Lynn, the couple conducts a wide range of online lettering workshops.
CYMONE WILDER
WORKSHOP INSTRUCTOR
& PANELIST
ABOUT CYMONE
(She/Her)
Cymone Wilder is a senior art director and lettering artist based in Nashville. Since 2013 she has collaborated with notable clients (see Netflix, Nickelodeon, HBO Max, Cosmopolitan, Planned Parenthood and New Belgium) –creating custom lettering artwork for established brands, books, apparel, and much more. She is fiercely passionate about producing meaningful and long-lasting work, drawing inspiration from the black experience. Themes represented among her work seek to clarify the clutter of her mind. Using a variety of accessible paints, pencils, markers, and household fixer uppers, her works range from addressing social justice issues that frustrate the black woman in America, to nagging colloquialisms of yesteryear.
HAYLEY FRANCIS
WORKSHOP INSTRUCTOR
& PANELIST
ABOUT HAYLEY
(She/Her)
Hayley Francis is a skilled hand lettering artist based in Provo, Utah, known for her custom vintage-inspired lettering and design studio, Type Affiliated.
Hayley Francis is the hand lettering artist behind Type Affiliated, a hand lettering design studio specializing in custom, vintage-inspired lettering for businesses and brands. For seven years, she’s worked on helping businesses build meaningful connections with their customers through quality visual branding and custom lettering. Type Affiliated has helped businesses across the United States find their unique voice and connect with customers through custom hand lettered branding, murals, packaging and more. Hayley also teaches Typography at Utah Valley University as well as online and in person workshops across the United States. She loves serving and staying involved in the art, design and small business communities of Provo Utah.
MELISSA ESPLIN
WORKSHOP INSTRUCTOR
& PANELIST
ABOUT MELISSA
Melissa Esplin is a professional lettering artist, teacher and self-proclaimed “Hobby Hoarder” based in Utah.
“Hobby Hoarder” is Melissa Esplin’s current title as she collects too many hobbies to list and brings them together in unlikely ways. She and her husband of 18 years live on the snow-capped mountains of Utah with their 3 delightful, fast-growing children who all are taking after their parents with a variety of creative interests.
Melissa’s love for letterforms started when she was very young. She practiced calligraphy for the first time in a junior high art class, started a stationery business at 15 and from there her passion for design and letters has only grown. Melissa earned a BFA in Painting & Drawing at Brigham Young University with an unofficial “minor” in graphic design. She started blogging in 2007, and rediscovered her love for calligraphy. She’s been teaching calligraphy since 2010 and online since 2012. In the years she’s taught calligraphy online, she’s been fortunate to take a front seat in many artists’ beginnings and see the love for letters develop first-hand.
Melissa prioritizes creativity with letterforms while still maintaining a connection to traditional calligraphy theory. She believes that we all need to express creativity and that calligraphy is a wonderful and peaceful outlet for both left- and right-brained people.
Melissa started out self-taught (making all the beginner mistakes along the way) but didn’t stay that way. She has since taken classes from Jake Weidmann, Kathy Milici, Christopher Haanes, Julian Waters and Michael Sull to name a few. The learning never stops!
JILL DE HAAN
WORKSHOP INSTRUCTOR
& PANELIST
ABOUT JILL
(She/Her)
Jill is an old soul & bird nerd living in Eden, Utah with her husband, 2 silly kids and scruffy little senior dog.
She is a lifelong learner and naturalist and can barely get through a short walk outside without looking up and introducing herself to all the plants and critters she discovers in her path.
Nature is a big focus in Jill’s work where she often combines lettering and illustration to create compelling solutions for clients. Whether it’s for a campaign, book cover, mural, or wood carving, Jill relishes in the exploration of mediums and unique challenges each new project offers.
BECCA CLASON
LETTERING MEETUP &
MIXER HOST
ABOUT BECCA
(She/Her)
Becca is based in Logan, Utah, USA, and she works remotely with brands and agencies to create and shoot commissioned videos and art from her studio.
Becca Clason makes stop-motion videos and food lettering for brands and ad agencies from all over the world. Her work is created for social media videos, TV commercials, installations, book cover art and editorial artwork.
In 2017 she created LetterWest, for which she planned and hosted retreats and a conference for people who love hand-lettering over the following few years. Craft Lake City now runs the event.
When Becca is not in the studio, she enjoys traveling, hiking, practicing Spanish, exercising, book clubs, and making latte art. She lives with her husband, Josh, and her two sons.
KYLE LETENDRE
EMCEE & HOST
ABOUT KYLE
(They/Them)
Kyle Letendre is a big softy in Portland, Oregon.
Since 2016, Kyle has operated an independent studio focusing on commercial lettering, illustration and type design. Like a rhinestoned Swiss Army Knife, their work blurs the lines between type and image, attracting collaborations with clients such as Target, Penguin Random House, Mercedes-Benz, New Belgium Beer, Instagram, Sports Illustrated, and YouTube.
Beyond the bureau, Kyle’s love of sharp lines and exaggerated shapes turn into their drag persona, Tomboy, an androgynous fashion sketchbook come to life.
WORKSHOPS & ACTIVITIES
Workshop Block 1: Friday March 14, 2025 | 10:30 A.M. – 12:30 P.M.
A Journey Through Style and Identity
with Chaz Bojórquez, The Godfather of West Coast Graffiti
Take advantage of this exclusive opportunity to learn from legendary graffiti artist Chaz Bojórquez in this demonstration-style workshop.
In this 2 hour class, Chaz will share his own work from the past 55 years, discuss his rich background and dive into how he uses letters as his ‘tool kit’ to create his own distinct language and identity.
During the guided demonstration, Chaz will show how to develop a commercial logo–from concept to finished product–illustrating how artwork can be both creative and functional.
By the end of the class, you’ll gain insights into how an artist works and how to become one, a glimpse into Chaz’s creative process and hands-on experience applying some of his techniques.
*Due to the nature of the lecture style format of the class, there are no supplies for this workshop. You are welcome and encouraged to bring your own supplies and follow along with Chaz.
Storytelling through Illustrative Lettering
with Jill De Haan
Discover the power of a single word in this hands-on painting workshop with Jill, inspired by the natural beauty of Utah.
Over two hours, Jill will guide you through transforming a simple four-letter word into a visually rich story. Starting with thumbnail sketches, you’ll learn to build depth and perspective, incorporating nature-inspired illustrations.
By the end of the class, you’ll walk away with your own beautifully illustrated word and the skills to keep exploring nature-themed lettering in your future projects!
*Workshop supplies can be purchased from Paper and Ink Arts.
Workshop Block 2: Friday March 14, 2025 | 2:00 P.M. – 6:00 P.M.
Client Logo Design: From Sketch to Vector
with Hayley Francis of Type Affiliated
Dive into the world of logo design and learn how to create a custom hand lettered logo from start to finish in this hands-on workshop led by Utah-based lettering artist Hayley Francis of Type Affiliated!
In this 4-hour class, Hayley will teach you how to create a custom logo for a client, walking you through each stage of the logo design process—from client strategy and ideation to sketching concepts and crafting a polished, functional logo. You’ll learn how to apply principles of hand lettering to transform a hand-drawn design into a completed, vectorized logo that captures clients’ unique value and helps them connect with their audience, while also looking awesome. Throughout the class, Hayley will also share experiences and insights into freelance topics like landing clients, working with feedback and more.
By the end of the workshop, you’ll have a finished logo and the skills to continue designing impactful logos for clients in the future!
*This workshop is 50% analog and 50% digital. Attendees are required to provide their own laptop with Adobe Illustrator installed in order to complete the workshop. The workshop supplies can be purchased at Paper and Ink Arts.
Textured Lettering: Embracing the Rough Edges
with Cymone Wilder
Creating impactful lettering can be simpler than it seems. Learn from Cymone Wilder in this hands-on workshop to learn how to build expressive letterforms using basic shapes and readily available tools—no expensive equipment required. Throughout the class, Cymone will guide you to craft a lettering-focused poster, and learn how to add depth and dimension to captivate viewers. Finally, you’ll explore fun and unconventional ways to create and apply texture, using the simplest, most affordable and occasionally ridiculous methods to bring your work to life.
By the end of the workshop, you’ll walk away with your own striking poster and the skills to keep experimenting with lettering and texture in your future projects!
*Workshop supplies can be purchased from Paper and Ink Arts.
Workshop Block 3: Saturday March 15, 2025 | 2:00 P.M. – 6:00 P.M.
Flourished Script
with Ken Barber of Type and Lettering
In this fun, info-packed workshop, you’ll master essential lettering skills to create captivating flourishes—perfect for logotypes, packaging, publications, plus loads more design applications.
As you explore the art of formal script, you’ll learn stroke construction, how to extend embellishments seamlessly from letterforms and build core drawing techniques to craft your own stunning pieces of flourished script lettering.
You’ll leave with your own beautifully flourished script letters and the knowledge you need to continue utilizing this technique in the future.
*Workshop supplies can be purchased from Paper and Ink Arts.
Digital Script: Calligraphy in Procreate
with Melissa Esplin of calligraphy.org
Learn to bridge the worlds of digital and analog lettering with this immersive calligraphy workshop taught by Melissa Esplin of calligraphy.org.
Over four hours, Melissa will guide you through an essential script alphabet, flourishing and laying out a quote–entirely using Procreate on the iPad. You’ll leave with a thorough understanding of using Procreate, your own script alphabet, a beautifully crafted quote and the resources you need to continue your digital calligraphy journey.
Whether you want to improve your calligraphy and explore letter variations without constant erasing or to create digital assets for client work, this class is for you!
*Required supplies for this class include an iPad and Apple Pencil. These items will not be provided for you and you must bring your own.
Workshop Supplies
Craft Lake City is excited to partner with Paper & Ink Arts as the official workshop material supplier. They will have a pop up store on-site, during the entire conference, ensuring that participants have access to a variety of supplies, demos, collaborations and shopping opportunities for a truly immersive experience.
No need to pack supplies! Simply visit this link to pre-order your workshop supplies by adding the LetterWest Pre-Order SKU to your cart before March 4, 2025. Paper & Ink Arts will deliver your order directly to the conference site for easy pick-up at their on-site pop-up shop before your workshop—no shipping fees, just convenience!
Feel free to shop any items at Paper & Ink Arts and add them to your LetterWest order! You are not limited to just the items in the workshop supply kits.
STAY WITH US!
Staybridge Suites – Midvale is the official Lodging Sponsor for The Fourth Annual Craft Lake City LetterWest.
Located in downtown Midvale, Staybridge Suites has graciously set aside a discounted hotel block for LetterWest attendees. Double Queen and King rooms for $139+ tax. Mention Craft Lake City to be able to access the discounted rooms!
Check in as early as Wednesday, March 12th and check out Sunday, March 16th.
LetterWest will also be offering an activity for attendees at the hotel on Friday, March 14th. More details coming soon!
FAQ
How many days is LetterWest 2025? Where will it be held?
The Fourth Annual Craft Lake City LetterWest has grown into a two-day event in partnership with Midvale City’s Midvale Main Arts and Culture District.
How do I buy tickets?
Tickets on sale now! Get your tickets here.
Ticket Pricing
Secure your spot today with one of our exclusive ticket options:
- Early Bird Pricing: $350 – Available until December 8 at 11:59 p.m.
- General Admission: $425 – Standard pricing starting December 9 at 12:00 a.m.
- Day-of Tickets: $500 – Limited availability at the door
I'm traveling to Midvale, Utah to attend LetterWest. Do ya'll have lodging and accommodation recommendations?
Yes! Staybridge Suites – Midvale is the official lodging sponsor for the Fourth Annual Craft Lake City LetterWest. Located in downtown Midvale, this hotel is offering a discounted block of rooms for LetterWest attendees: Double Queen and King rooms are available for $139+ tax. Be sure to mention Craft Lake City when booking to access the discounted rate!
You can check in as early as Wednesday, March 12th, and check out by Sunday, March 16th.
Plus, join us for a special activity at the hotel on Friday, March 14th—details coming soon!
Who can come to LetterWest? Do I have to be a professional lettering artist?
LetterWest is for everyone! While we offer a few workshops geared towards lettering professionals, we have others that are created with new letterers in mind. No matter what your skill level! Do you love hand-lettering and want to meet others that do as well? This is the conference for you.
How close is Midvale to Salt Lake City?
Midvale is just 20 minutes south of Salt Lake City.
What is included in the price of the conference ticket?
Ticket price includes the full conference schedule over two full days of lettering, including two keynote presentations from national lettering legends, three workshops (per ticket holder), the Lettering Meetup & Mixer with Becca Clason, two panel discussions, an invitation to our afterhours mixer and more!
Are workshop supplies and materials provided? Can I bring my own supplies?
Workshop materials will be provided by Paper Ink and Arts for each class, available for ticket holders to purchase in advance of the conference on their website! Workshops are offered at no additional cost to the general admission ticket. Additionally, we strongly encourage you to bring your favorite lettering supplies from home, but it is not required to get the full conference experience.
How do I sign up for the workshops?
Workshop sign-ups are included with your ticket price on a first come first serve basis. Selections are made during the checkout process when attendees purchase their tickets.
Can I attend a workshop with out signing up?
To attend a LetterWest workshop, you will need to purchase a LetterWest ticket, then register for which workshops you’d like to attend through the Ticketleap portal. While some require an additional fee for supplies, some have no additional cost. However, we will have a free, interactive lunchtime activity that anyone (regardless if they are a ticket holder) can participate in.
OUR SPONSORS
About Midvale Main Arts & Culture District
Nestled in the heart of Midvale City lies our beloved Midvale Main Arts & Culture District, a gathering spot encapsulating the very spirit of our community. This district, adorned with over 40 captivating murals, serves as a vibrant testament to our genuine personality, homegrown warmth, and deep-rooted sense of community pride.
Partner With Us!
Looking to partner with us for The Fourth Annual Craft Lake City LetterWest? Send us an email at letterwest@craftlakecity.com or fill out the form below.