Alright – so today we’ve got the honor of introducing you to Alex Gulick. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Alex thanks for taking the time to share your stories and insights with us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Everything I design, lettering-wise, is done by hand. And by hand, I mean every piece of writing is uniquely its own for the specific occasion, the functional purpose, and most importantly, for the exact person who ordered it. There are no duplicates and that is meant to communicate to each customer that me working with them is not just a business transaction, but an intentional interaction.

Alex, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Starting in elementary, I was fascinated with calligraphy thanks to the mastery and skill displayed by my mom at her drafting table. I would stand there watching her right hand dance across paper in Gothic and Roundhand script. And occasionally, my mom would give me one of her precious fountain pens and walk me through how to activate the ink, keep a straight line with my writing, and form the letters. Although the practice could get frustrating at times, the patient persistence was worth it. Fast forward to my junior year of college.

After receiving a calligraphy set with a dip pen, I began to dedicate time discovering and developing my unique lettering style beyond the cursive I was accustomed to. Modern calligraphy with hints of Copperplate became my favorite and from there, I started applying my lettering on an array of writing mediums: canvas, wood, chalkboard, glass, metal, cardstock, acrylic, fabric, etc. With the support and prompting from family and friends, Pen Oak Calligraphy and Design was officially established in 2020. The oak in my brand is of particular significance.

In 4th or 5th grade, I planted a Pin Oak in the front yard of my childhood home for Arbor Day (the leaf in my logo was taken from that exact tree & digitized by local Kansas City illustrator, Tyrek Jones). Since then, I have made it a habit to drive down Oak Street to revisit my old stomping grounds. One day, as I drove down the road, something clicked & in that moment, 6130 represented more than just an address to mark where my tree was planted and where I had grown up. A particular verse (Isaiah 61:3) came to mind: “and provide for those who grieve in Zion – to bestow on them a crown of beauty instead of ashes, the oil of joy instead of mourning, and a garment of praise instead of a spirit of despair.. They will be called oaks of righteousness, a planting of the Lord for the display of his splendor.” This verse encapsulates the why behind my work: all of it is for the display of His splendor & hopefully the means by which people can experience beauty, joy, connection, and feel uplifted.

In terms of services I offer, I specialize in customized signage for weddings, special events, inspirational decor for home or office, & personalized gifts. My preferred mediums are chalkboard, acrylic, wood, and paper of various weights & sizes. I am most known for my own unique free-flowing calligraphic style. However, I do have some flexibility with the style, which can be discussed during a consult (each one is free). I have lettered everything from seating charts to watercolor prints to addressed envelopes to baby shower signs. I work with each customer based on their budget for the project they have in mind and build from there. Pricing varies on the size of a piece, amount and style of writing, and cost of materials and travel. I want to offer affordability, for the sake of broader accessibility and investment, and excellence with my work. I’ll name what I think a piece is worth while also taking a person’s financial situation into consideration. Why? Because I’m not in it for the numbers. I’m in it for the people & for the art form.

Any resources you can share with us that might be helpful to other creatives?

A few things I’ve learned so far in the creative journey that hopefully will save other artists some time and materials: – When cleaning brushes, if the paint is acrylic, do not use hot water – it causes the paint to harden or “set” in the brush.
– Clorox wipes are surprisingly useful to remove acrylic paint if you make a mistake (especially on canvas).
– Small wood rounds are prone to crack in the cold.
– Working with plexiglass or acrylic signage, always wear gloves so fingerprints don’t show or bring a microfiber cloth to wipe away smudges.
– For lettering using paint pens, learn the difference between water-based and oil-based paint and between permanent, semi-permanent, and non-permanent with application of paint on varying surfaces.
– When in doubt, line it out. AKA use your pencil and ruler.
– On Amazon, there’s an awesome roll of tape that doubles as a ruler! Highly recommend.
– If you’re sketching something in pencil and then lettering over it, the best way to get rid of excess pencil marks = Pentel Polymer Erasers, White.
– With a delivery, especially on site at a show or wedding, arrive EARLY and bring some pens in case something needs a touch up.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

I did my first ever expo at Kansas City Engaged Wedding Show this year (2022) at Overland Park Convention Center. With the move-in packet, decor for my booth, and a smile, I walked into the “arena” with some nerves and a whole lot of excitement. As engaged couples wandered through the convention center, I got to meet quite a few brides-to-be and hear little bits of their stories. As part of my display, I had a giveaway for a free custom rental of an 18×24 acrylic sign for one lucky lady! By the end of the show, I had 78 couples sign up for the giveaway and had booked a 2024 bride!!! I was so grateful to have had some intentional interactions with so many of the gals amidst the 150+ vendors that were there that day.

Contact Info:

• Instagram: www.instagram.com/penoakcalligraphy
• Facebook: www.facebook.com/penoakcalligraphy

Image Credits
Mirror – Kaysen Photos
Chambers Sign – Expressions Exposed Photography
Welcome Sign – Cassady Loughry Photography