We caught up with the brilliant and insightful Jordan Sundberg a few weeks ago and have shared our conversation below.

Jordan, appreciate you joining us today. When did you first know you wanted to pursue a creative/artistic path professionally?

I had been illustrating for about 7 years, but it wasn’t until the beginning of the pandemic in 2020 that the first spark of wanting to make picture books appeared inside of me. Our family was tuning daily into Mac Barnett’s Book Club picture book readings, I was participating in illustrator, Carson Ellis’ quarantine art prompts, I was realizing my degree in writing might not have been a mistake, and all of my many years of loving picture books (even before we had kids) was somehow speaking to me clearly: I love illustration because I love story and I love the intertwined and miraculous magic that illustration and story can make together. Those months were a clear invitation into the next part of my working path.

Jordan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I graduated college with degrees in German language and English writing (and a general art minor). This led me to intern at a church, naturally! Ha! During my years at the church, however, I was also given some lessons in graphic design and allowed some artsy responsibility for different projects. This then led to doing fun little ads and signs for the coffee shop I also worked at, which then led to friends asking me to make their wedding invitations, etc.

Eventually, at a time in my life when I thought I was moving overseas and had quit all my jobs and sold all my stuff only to find the plan in Sweden had fallen through, I knew I had at least some design skill and enjoyment to lean on. I officially started my little business, Tin Cup Design in 2009 and began serving folks in our business and organization community through graphic design.

In those design projects there were sprinklings of clients who let me do whatever I wanted and “get weird.” I started finding that when the chance to let my freak flag fly came about, I instinctively turned to illustration, building stories with illustrated scenes on posters, shirts, invitations. Soon, to my surprise, folks were asking if they could buy the posters I had made. I was shocked and encouraged. Illustrating felt like something that shouldn’t be called work because it was so fun!

Today my same little business, Tin Cup Design, has turned into primarily illustration work, creating illustrated prints I sell, commissioned work for businesses, organizations and individuals and the goal of illustrating and writing picture books.

In all of this, there are stories to tell even when there are not words and when there are, I work hard at creating illustrations that narrate details that the words don’t! We are constantly telling stories–about our businesses, life, products we make, and even simply to entertain. It is my delight to make art that expresses the heart of these stories in unexpected ways that delight and intrigue and are also beautiful.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

The draw to gather attention or recognition to oneself when being an artist often includes social media and other opportunities for promotion is intense! I find that following a path of striving to grow my reputation is one that is a giant distraction from the truer path.

There’s a little book called The Journal of John Woolman, which is the printed diary of a Quaker man who lived in the 18th century. He was a business man by trade and in disciplines of paying attention to his inner life, noticed that the drive to wealth and prosperity was coming at the loss of his character and the sacrificial, loving care for people around him.

I’ve never been about building an empire with my art business. But I have noticed, in the way John Woodman noticed, a desire in me to be thought of as impressive at times and am sometimes pulled to make a name for myself. I notice, for instance, that when I obsess over Instagram numbers, I am led to envy, shame and feelings of inadequacy. I also notice that my energy gets split between doing the good work I know I am invited to and getting stuck on thoughts of self-promotion and self-image.

As I have begun practicing my own disciplines to counter those distractions, I am finding that simplicity, honesty and clarity are my guides. Sticking with these allows me to move in a direction that is right, good, true and loving.

What do you find most rewarding about being a creative?

I truly feel like it’s the closest thing to getting back to childlike play. Rather than just plain work (and it is still work), it is also filled with wonder, possibility, attention to beauty and simply playing. It feels like joyful home.

Contact Info:

• Website: www.tincupdesignco.com
• Instagram: instagram.com/tincupdesign
• Facebook: Facebook.com/tincupdesign