Creativity runs deep in my family. On my mother’s side, several of my ancestors were musicians and painters. Recently, I came into possession of a remarkable sketchbook belonging to one of them—an artist from my great-grandfather’s generation who lived and worked in Antwerp, Belgium.
Dated between 1895 and 1914, this book contains fifty pages densely filled with letters, sketches, and illustrations. It captures a historic moment in time: the birth of modern, large-scale advertising before the digital age. In an era without digital font databases, this artist had to hand-design every single typeface.
More than just a sketchbook, this object served as a working professional portfolio used to win over clients. At the turn of the century, the boom of commercial signs, window displays, cargo-bike branding, and building murals required a completely new blend of skills. It was no longer enough to just be a fine artist; you had to be a typographer, a layout designer, and a marketer all at once.
My ancestor clearly mastered this balance. His portfolio showcases projects tailored for both local shops and major historic brands—including Antwerp’s famous De Beukelaer, Brussels’ Maison Helman, and even a chicory coffee factory in the Netherlands.
