Meet Amy Feiman | Graphic Designer and Letterpress printer that specializes in personal, event and corporate branding.

We had the good fortune of connecting with Amy Feiman and we’ve shared our conversation below.

Hi Amy, is there a quote or affirmation that’s meaningful to you?
My favorite quote is by Maya Angelou, an American poet, author and civil rights activist, it reads, “I have learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” I have tried to embody this quote not only in my life, but in my work. As a graphic designer with an emphasis on event branding, I know that it is more than just how things look and feel. There are lots of people out there that can make something look good. You can’t forget about the soul, that’s where you have to start. Whether you are designing a visual system for a company or for a couple’s wedding, you first need to understand them. Brands are just like people. We want our outside style to reflect who we truly are on the inside. That includes our values, goals, interests, behaviors, and our personalities. When you begin to understand the soul, that’s where unforgettable experiences and impressions are made. For a company you are uncovering the founders’ purpose and for a couple it’s uncovering their unique story. It’s authentic and sincere and memorable. You are connecting with a target market or guests at an event on an emotional level. We want people to feel something, that’s the ultimate goal. 

Let’s talk shop? Tell us more about your career, what can you share with our community?

According to the American Institute of Graphic Design (AIGA), graphic design is defined as “the art and practice of planning and projecting ideas and experiences with visual and textual content.” For everybody else, graphic design communicates ideas in a visual way. I went to art school for that and got a fine arts degree in Graphic Design. The funny thing is I’ve never actually ever felt like an artist or that I created art. I helped people, and companies solve their problems.

I started my career in advertising. It was a local Denver company that I interned with and they offered me a job right out of college. I loved working there. It was like a family. We worked long hours many times, but it was fun. We had creative work and there was an undercurrent of friendly competition that I missed. (I had played competitive softball growing up and in college.) I learned so much working there. Early on and very green, I got to sit in on client meetings and observe, and sometimes participate. You got to see your impact on a client from beginning to end. It was great. But as in most things, it changes. The company grew and positions became more defined and the organic feel became much more corporate. Meeting with clients happened less and less and it was the job of others to communicate your ideas. It was time to make a change. I gave freelancing a try. I would say professionally, this was the hardest point in my career. If I’m being totally honest, it blowed. I loved being my own boss, but I made just about every mistake you can make. From not charging enough and losing money on jobs, not having a contract and letting clients run over me, because I didn’t want to tell them no or didn’t know how to. I did not go to business school so I got my degree in hard knocks and “I guess I’ll never do that again.” But over time, I developed a good client base. I wasn’t bringing in millions, but it allowed me to start a family and stay in an industry on my terms.

The pivot, came when clients and friends of clients asked me to design their wedding invitations on the side. I had so much fun doing that work. My friends thought I was crazy and how could I work with bridezillas, but what I found was that people that wanted something custom and just for them wanted to be part of the process. They weren’t just buying a product. They were having fun. It was an experience designing their wedding stationery, and many of them said it was the most fun part of their planning. So on a whim I bought a 1914 Chandler and Price Letterpress. I knew how it worked in theory, but I had no idea what I was doing or how to ship this 2000+ lb. machine from Minneapolis to Denver. When I finally figured that out, it sat in my garage for six months. I never even unpacked it. I was so intimidated by this hunk of metal.

I heard about this group that met once a month in north Denver. They were a group of old men, retired printers that met for lunch. So I showed up one day and I’m so glad I did. They are a vast resource of knowledge and trade craft that you can’t find on google. They gave me the confidence to unpack the printer, get it going and start experimenting. There were lots of late nights, crying because I thought I broke this machine they haven’t made parts for in the last 50 years, to having moments of pure joy, where I’d run in to my husband waving this piece of paper, yelling I printed this. I did this! I was hooked. That was the beginning of House Fourteen. Like many businesses, I started in my garage. That’s the House part. Plus I wanted my clients to feel the bespoke nature of what I was creating for them, much like great fashion houses. It was literally made to order. Like I mentioned earlier, the press I bought was from 1914. Letterpress got its start in the 1400’s. I have always been number 14 when I played softball. Colorado is full of 14er’s. I’m sure you’re catching on…

So, back to art. I still don’t feel like an artist. An artist creates work for themselves — their self expression through their art. I am still creating work for others, but every time I print on my letterpress, the result is a beautiful work of art. Each one is slightly different. I’m a maker, a craftswoman and in some subtle ways, a storyteller. I tell my clients that you know how you never get a second chance to make a lasting first impression. I design compelling and beautiful visual solutions for people, occasions and companies so they make an impression worth remembering. Together we create an experience on paper.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

This is like the United Airlines, 3 days in Denver…

DAY 1: There is a great restaurant by my house called LeFrench. We’d stop in for coffee and pastries. Fuel for a driving tour around Denver. Stop at the Denver Art Museum and take a tour. Maybe there is a new exhibit to check out and dinner at Tavernetta. 

DAY 2: Everybody gets to sleep in. Day 1 was jammed packed. We head to Estes Park for a relaxing hike to Copeland Falls. Head into town and find a local brewery for dinner and a sunset drive back to Denver.

DAY 3: Brunch in Cherry Creek north. There are so many great places to choose from. We spend the day walking around Cherry Creek North and checking out the selection of great boutiques and stores. We finish the day by stopping at Tony’s meat market, picking up something to put on the grill. We cook, sit by the outdoor fire, and just enjoy the beautiful evening with great food, great wine and great company.

Who else deserves some credit and recognition?
Where do I start? First and foremost, I would credit my husband for his support, words of encouragement and most importantly, the words I didn’t want to hear at the time. He’s my best friend, and partner in all aspects of my life. Secondly, I’d like to thank those first couples that took a chance on me with their wedding when there was no rational way they should have. They trusted me when I told them we were going to make something unforgettable and amazing together and we did. Next, would be my parents, for just doing all the amazing things that parents do that you don’t realize until you are an adult and have your own kids. Before you cue the “music,” a general thank you to all the coaches, teachers and past bosses in my life, my good friends and family, I’ve learned something from everyone of you. 

Website: www.housefourteen.com

Instagram: @housefourteen

Linkedin: https://www.linkedin.com/in/amyfeiman/

Facebook: @housefourteen

Other: Pinterest: @housefourteen Etsy: housefourteenco

Image Credits
All images were taken by Amy Feiman