Hi, I’m Dane Gonzalez.
I’m a hand-lettering artist and logo designer based in Sacramento, CA. I enjoy using lettering to help leaders share the ideas they’re passionate about. My goal is to empower unique self-expression through unique design.
I also enjoy sharing the things I discover and learn about within lettering, design, & creativity in my weekly blog posts.
As a young teenager, I grew up in a prevalent skateboarding culture. I was a kid intrigued with skateboarding, but I didn’t have a place to start. Eventually, I was fortunate enough to have several role models and mentors who gave me my first skateboard, taught me what they knew, and led me in a positive direction. They encouraged me to be myself and gave me the support I needed to succeed.
The generosity of my mentors helped me to get started and improve. As a result, I was able to develop confidence in my abilities, personality, and creative taste. They showed me the profound impact that teaching can have on a single person.
My mentors inspired me to be a leader as well. I would eventually share my own knowledge and lead as people began to look up to me. This began with skateboarding within my community, then teaching skateboarding as a camp counselor, and would later manifest itself in many of my other pursuits. This teaching process helped me realize that I loved the process of helping others learn and improve.
My fascination for graphic design was born after buying my first skateboard. I didn’t know what design was then, but I was captivated by how a sense of identity was communicated to me through skateboard graphics. That would be my first realization of the tangible effects graphic design can have.
My passion for design started after taking a web design class in high school. I began to really like web design so I entered some extracurricular competitions, and I eventually ended up winning a couple 1st place local and regional competitions.
These competitive extracurricular events culminated at the SkillsUSA California State Championships in San Diego, where I won a silver medal out of 19 teams for webpage design. To my surprise, after reviewing the judges’ scores on a percentage scale from 0 to 100, I was less than half of a percentage point off from taking gold and moving on to the national championships.
Coming off of these exciting experiences, I had developed a passion and some skill for web design. Not long after, I obtained my first freelance opportunity. At the time, I believed in the advice of taking on any work I could get, so I was really excited to get started.
It was only after taking on the project when I realized that I was working unprofessionally, which led to a poor working experience. This experience is how I ruined my passion for web design. Although this experience was unfortunate, it redirected me to discover my deeper passion for graphic design, and it pushed me towards pursuing professionalism as a designer.
After spending a year and a half producing a self-published magazine, I eventually found my new passion within graphic design: hand lettering. This new passion was born out of the frustration with the limitations of type. Typefaces and fonts lacked the unique personality I believed visual design should have. This led me to conclude the magazine, in order to focus on improving my craft at hand lettering.
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Shortly after getting into lettering, I launched into my Project 365: a project to create a lettering piece every single day for 365 days. Over the life of the project, I would spend over 1000 hours practicing hand lettering, create hundreds of lettering pieces, and share each piece on my Instagram.
During and after the Project 365, other artists who were seeking help began asking me questions about lettering. Naturally, I was drawn towards helping these individuals through my work. As a result, I started my weekly blog where I share my experiences and things I’ve learned in regard to lettering, design, and creativity.
In early 2015, I created a Snapchat geofilter for my hometown of Hanford, CA. As an early designer of Snapchat geofilters, my work gained some attention and landed me interviews in both The LA Times and the Hanford Sentinel. After receiving dozens of questions from designers asking for help on their own geofilters, I would help them by developing a course on Snapchat geofilters.
Today, I continue to improve at my craft of lettering and design in order to create more engaging work. I also continue to help other letterers and designers by sharing what I learn along the way.
I enjoy using lettering to help leaders and brands share the ideas they’re passionate about. I strive to empower individuals to be fully self-expressed in what they do. I want to help others be appreciated for their authentic personality and succeed in doing so. My goal is to elevate the uniqueness of these individuals and their ideas, as well as to give them the resources they need to succeed.
Press & Services
Snapchat Geofilter Design
T-Shirt & Apparel Design
Custom Lettering Pieces
Let’s Work Together!
Dane’s services have helped me build a unique business identity that positively stands out in an overly saturated market. Thanks to his help, I can now focus on other important objectives.
I really enjoyed the depth of his interview and questionnaire process. Although some may find this process time consuming, I found it to be worth the time, as it provides him with the insight necessary to deliver a superior service/product.
I strongly recommend Dane’s services to anyone that takes their business seriously. Dane’s level of professionalism along with his screening process, clearly shows that he cares about his clients needs. I never felt out of the loop with his email updates on the project and I felt involved through the whole process; he also delivered a high caliber product within the time frame he provided. I can’t thank him enough!