About
Dana Tanamachi is a graphic designer, illustrator, and muralist in New York City. Her vibrant, lush, and symbolically rich artwork brings life and energy to any surface—from pint-sized postage stamps to immersive murals.
What began as an impromptu chalk mural at a Brooklyn housewarming party in 2009 unexpectedly led to a commission from Google, setting the popular chalk-lettering trend—and her career—in motion.
After working under design legend Louise Fili, Dana founded her eponymous design practice, Tanamachi Studio, where she has created custom typography, illustrations, and large-scale installations for brands such as Target, Nike, Starbucks, USPS, Penguin Books, Uniqlo, Instagram, the Obama Foundation, and West Elm. Her work has been featured on the covers of TIME and O, The Oprah Magazine.
Dana’s work is greatly inspired by art movements of the past, including Art Nouveau, Art Deco, and the Victorian era. Most of all, she is inspired by arts and crafts around the world—from weaving to woodwork, ceramics to stained glass. Dana is especially drawn to the crafts and handiwork from her family’s countries of origin, Japan and Mexico.
Ace Hotel
Adidas
AKQA
American Express
Andaz Hotels
BEAMS Japan
Belkin
Bloomingdale's
Blue Buffalo
Blue Q
Box.com
Brown-Forman
Burton Snowboards
Charity:Water
Chronicle Books
Clinique
Crate & Barrel
DHC Japan
Diageo
Entertainment Weekly
Estate Yountville
Evernote
Select Clients
Girl Scouts of the USA
Google
H-E-B
H. E. Butt Foundation
Hilton Hotels
Hyatt Hotels
Instagram
Jameson Whiskey
Kiehl’s
Library of Congress
Los Angeles Magazine
Lululemon Athletica
MiiR
Michaels
MSNBC
National Grid
Nike
NRG
O, The Oprah Magazine
Obama Foundation
Ogilvy
Penguin Random House
Prismacolor
Ralph Lauren
Saint Frank Coffee
Sephora
SingleThread Farms
Slayer Espresso
Southern Poverty Law Center
SpotCo
Starbucks
Sub Pop Records
SXSW
Target
The Wall Street Journal
Time magazine
Tommy Hilfiger
U.S.-Japan Council
Uniqlo
USPS
Vital Farms
Waitrose
Water.org
West Elm
Yahoo!
Speaking Engagements
To inquire about hiring Dana to speak at your event, please refer to our Contact page.
Previous Speaking Engagements
AAF Miami
AIGA Austin
AIGA Colorado
AIGA Design Ranch
AIGA Houston
AIGA Kansas City
AIGA New York
AIGA Nashville
Adobe Max
Apartment Therapy
Cornish College of the Arts
Create Upstate
CreativeMornings Louisville
Creative Works Conference
DSVC
Disney's Yellow Shoes
Girl Scouts of the USA
HOW Conference Keynote
Ladies Wine Design
Made in the Middle
Mama's Sauce, Orlando
Montana State University
Oso Bay XIX
Plywood Presents
Portland Design Week
RootsTech Conference
Royal Caribbean Cruises
SUNY New Paltz
TypeCon Keynote
University of Florida Ligature
CreativeMornings 2019 Louisville
Part of a series on “Muse,” Dana shares how her family history inspires her creative process. She defines for us “Gaman”, which is a Japanese term meaning “to endure the seemingly unbearable with patience and dignity.” (17:11)
RootsTech 2025 Salt Lake City
An extended version of Dana’s “Gaman” presentation for RootsTech, the world's largest family discovery conference. “Art, much like genealogy, is about weaving stories from the past into something meaningful for us in the present and the future.” (33:26)
Awards & Recognition
ADC Young Guns 9
HOW Magazine Young Creative to Watch
TDC Communication Design Award
Apartment Therapy Top 10 Under 40
Judging
University of Florida Ligature Student Show 2011
AIGA Kansas City A10 Awards 2014
DSVC Student Show 2015
PRINT's Typography & Lettering Awards 2015
FAQ
How did you find your signature style?
For me, I have been drawn to lettering ever since my first Typography I class in college. I’m convinced it was a weed-out class at 8:00 a.m. on Friday mornings, but I couldn’t get enough. My fascination and interest in letterforms has always been at the core of my personal style—probably the thing to which everything else is tethered. From there, I discovered and nurtured other interests such as the Victorian era, Art Nouveau, and Art Deco ornamentation, illustration, and patterns. Many elements in my work tend to be infused with a Japanese-inspired stylization or sensibility. It’s important to me that my work feels classic, yet relevant and modern at the same time.
Did you go to art school?
I have my BFA in Communication Design from the College of Visual Arts & Design at the University of North Texas in Denton. It was a rigorous program that nurtured my interest in typography and composition, and it introduced me to the work of artists like Doyald Young and Jim Sheraden of Hatch Show Print. As a student, I loved attending Dallas Society of Visual Communications events and lectures, and participating in the National Student Show & Conference.
Who has helped you on your artistic journey?
I owe a lot to my two mentors—former professor, Meta Newhouse, and former boss, Louise Fili. I sought Meta’s guidance as one of her design students in university, and I am so grateful for the time she took to meet with me and help me improve my portfolio pieces before graduation. I felt her care and wisdom sent me out into the workforce with confidence. When she later became a professor at Montana State University, she invited me to Bozeman in 2011 for my very first public speaking gig. In an amazing turn of events, she is now the Chair of Undergraduate Communications Design at Pratt here in Brooklyn!
In 2010, a couple years after moving to New York, I landed my dream job as a designer at Louise Fili Ltd. I had fallen in love with Louise’s vintage-inspired typography, books, and packaging years earlier, so this was the opportunity of a lifetime for me. Louise showed me what a successful career running a female-led studio looked like. Her work is heavily influenced by the past, yet remains as relevant and timeless as ever. It’s still nice to occasionally grab lunch with her in the city and catch up on all the goings on!
What was it like working for Louise Fili?
I truly learned so much from my two years at Louise Fili Ltd. Working for Louise was such an honor, especially since only two designers work with her at a time. The opportunity was a huge stepping stone in my young career. She’s built a legendary decades-long career while still pursuing passion projects and living a balanced life. Seeing that example up close was invaluable. Besides myself, Louise has mentored and helped launch the careers of so many talented designers of my generation, such as Jessica Hische, Nick Misani, John Passfiume, Kelly Thorn, and Phaedra Charles. A fun fact is that at the beginning of Louise’s career, she worked for design & typography legend Herb Lubalin. It’s a privilege to be included in such an illustrious design lineage!
Any advice for young designers?
Please don’t try to go viral. At least not until you’ve experimented a lot, made some really ugly stuff, and found something your soul really connects to. One of my favorite quotes that I have found a lot of truth in is from author Jon Acuff: “Anonymity allows you to make big, gross mistakes without everyone watching. Anonymity is the best creative lab because you’ve got nothing to lose. Anything is possible. Anything is on the table. There are no expectations to miss, no fans to disappoint, no follow-up fears.” My advice to young designers or students is not to underestimate the importance of a season where you can experiment out of the public eye or gaze of social media. Take full advantage of the safety that comes with anonymity. Allow yourself plenty of time to find that thing you love and to really work on it with delight, abandon, and pure motives. When you start pouring your energy and excitement into that niche, people will start to notice. You won’t need to manufacture interest or buzz. People are drawn to things that are real, authentic, and unique.
My chalk-lettering murals really took off in 2011—this was the early days of social media, especially Pinterest and Instagram, which really helped my work gain traction. Pretty soon my chalk-lettering was on the cover of Oprah and TIME Magazines, on Burton Snowboards, and got me an exclusive product collection with Target. But I never meant to go viral. I was just creating things I loved making—just for fun. Just for me and my friends. People noticed and wanted to share my work with their friends and followers. It all evolved quickly but naturally. Even after the success of my chalk murals, I had a tough decision to make. Did I want to continue doing the work I loved but potentially be pigeonholed as only a chalk artist? Or would I go back into hibernation and start practicing, experimenting, and potentially making ugly stuff again? Thankfully, I chose the latter, and the work I’m creating now has given me far more satisfaction and taken me much further than I could’ve ever expected.
Where do you find your inspiration?
I love looking at crafts and handiwork from different cultures, specifically ones with floral elements. I find myself really drawn to things like Japanese textiles and patterns, Mexican ceramics and embroidery, Middle Eastern mosaics, and painted wood crafts from so many cultures around the world.
Where can we see your art in NYC?
I currently have seven murals and installations that are available for viewing in New York City, plus six others across the United States. Here’s a handy map if you’d like to visit!