Our guest is Matt Avery, founder of Monograph, a Chicago-based design studio specializing in publishing and typography. After 14 years as Principal Designer at the University of Chicago Press, where he designed The Chicago Manual of Style, 17th Edition, Matt launched his independent practice in 2018.
Matt joins host Christian Solorzano to discuss his journey from engineering dropout to book designer, how Emigre magazine shaped his early design thinking, and why he has moved from constantly trying new typefaces to relying on a trusted palette he knows intimately. They explore the craft of book design—from cast-offs and justification to the subjective chaos of cover design feedback—and the myths about what makes covers sell (spoiler: nobody really knows).
Beyond design, Matt shares his volunteer work as a TreeKeeper with Openlands, how pruning trees connects to typography principles, his dormant photographic collage practice, and why the best creative moment is that first sketch when you know an idea will work. They also reflect on the intersection of nature and design, the importance of protecting creative time, and finding balance between client work and personal expression.
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