The project takes marketing strategies learned in business and applies them to the work of visual artists. The project consists of two parts. The first part includes marketing materials and brand identity for a marketing/career counseling business (coach4artists). Materials for the counseling business consist of a corporate identity package, a brochure, a website, a business plan, and a marketing plan for the company. The second part includes marketing materials for a student artist (the "client") from California State University, San Bernardino. Materials for the client consist of a corporate identity package, a brochure, a postcard, a website, a business plan and a marketing plan.

This thesis concerns the utility of including the art of hand lettering in a curriculum of a university advertising art program. Data secured from 155 questionnaires sent to 266 advertising firms in five states were analyzed by simple descriptive statistics including frequency counts and percentages. Two hypotheses were examined, and it is concluded that hand lettering is still needed in advertising art and should be taught in university art programs.