We’re excited to introduce you to the always interesting and insightful Kristin Steinke. We hope you’ll enjoy our conversation with Kristin below.

Kristin, looking forward to hearing all of your stories today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

Yes, there are a lot of assumptions about profitability when it comes to a creative, freelance career.

As a new surface design artist, one of the biggest challenges is the constant chicken-or-egg game: companies often want to see a massive social media following before they’ll consider licensing your work — but building that kind of following organically is nearly impossible without already having licensed work out in the world. It’s maddening.

Like most freelance and entrepreneurial paths, the first year (okay, maybe the first couple) is all about the hustle — not the paycheck. In my case, I’m pouring full-time hours into building my portfolio, but I also had to teach myself how to build a website, develop a social media strategy, invest in new hardware and software, pay for online courses, and join creative communities to grow my network.

None of that is visible to the average person who casually suggests, “You should put your art on cards or t-shirts and sell them in local shops!” They don’t realize the staggering time, cost, and energy it takes to design, produce, pitch, stock, and maintain physical products — often for margins so low they don’t even cover materials, much less labor or creative value.

That’s the real challenge: the massive upfront investment — in time, money, and emotional energy — before you see profit.

So why do it? Because my heart is full when I create. But it’s also why I’m laser-focused on licensing my artwork instead of selling physical products myself. It’s the most sustainable, scalable path for the kind of career I want to build.

Kristin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

This is a fun question!
I spent over 20 years in the U.S. Air Force, followed by seven years as an intelligence consultant to defense contractors. After that chapter, I went back to school, earned my Master of Fine Arts, and became an artist. My degree is in photography, but after a few years, my creative spark began to fizzle. I found myself aching to create in a new way.

That’s when a dear friend convinced me to take a surface design course taught by Cat Coquillette — and honestly, I was hooked from the first lesson. (Cat is not only an incredible artist, but one of the most generous, authentic teachers I’ve ever encountered.) Over time, I built the skills, confidence, and community I needed to launch my own surface design career — and I’m so glad I did.

Today, I create whimsical, colorful, and often ally-focused illustrations and surface pattern designs meant to spark joy and connection. I also prioritize relevance: I do my research and stay on top of trend forecasting so that my work is timely, intentional, and market-ready. I want clients to know that when they license from me, they’re not just getting a pretty design — they’re getting work shaped by global awareness, community feedback, and a whole lot of heart.

What sets me apart? My life experience. I’m well-traveled and deeply curious about the world. Travel is a regular part of my life, and my work is built on what I see, sketch, and photograph along the way. Nothing is borrowed, stolen, or inauthentic. I also belong to several thriving artist communities, where I regularly exchange critiques, trend insights, and resources with artists at every level — from beginners to seasoned pros. So when you work with me, know that many trusted creative eyes have helped shape and elevate what you see.

More than anything, I lead with an open heart. I have a deep love for the LGBTQIA+ community and a special place in my art reserved for supporting its most vulnerable members. My series “Allyship in Action” is one example — it pushed me out of my comfort zone and into a bold, joyful, unapologetic space of solidarity. For every collection like this, I donate a portion of proceeds to vetted charities that actively support these communities.

And this year, I’m doing something new: I’ll be offering giclée prints of my “Allyship in Action” series for sale during Pride Month, and I’ll be donating a portion of all sales to The Trevor Project — a nonprofit focused on suicide prevention for trans youth. That mission is deeply personal to me, and it’s woven into my brand, my values, and my work.

At the end of the day, I’m not just creating art — I’m building a brand rooted in joy, integrity, and allyship. If you’re looking for work that’s vibrant, intentional, and backed by heart and hustle — I’m your person.

Can you share your view on NFTs? (Note: this is for education/entertainment purposes only, readers should not construe this as advice)

This one’s simple for me: I see NFTs in a similar light as AI-generated artwork. There will always be consumers who buy for the sake of investment, or who are happy just looking at an image without caring about the artistry or the story behind it — and those people will never be my customers. And that’s totally fine.

Let them own 1/200th of a Basquiat and brag to their friends. I’d rather stand in front of an original in a museum and feel it.

Same goes for AI art. Some folks are perfectly content with a computer-generated image — even if it has six fingers and a weird ghost shadow no one caught. But the people I want to reach are the ones who flip over a greeting card to read about the human who created it. The one who sketched, painted, scanned, edited, and poured themselves into every line and color.

Those are my people — and I’m not threatened by the rest.

Is there a particular goal or mission driving your creative journey?

Absolutely. My goal is to build a thriving surface design business — period. I’m goal-oriented and laser-focused, and I can see it coming together.

Sure, there are millions of people who may share the same dream, but there’s only one me. And I know there’s an audience for my art. I mean… who doesn’t need a pink poodle riding a scooter in their life? Or a rally cry to raise voices for the vulnerable? Or even just a dose of lush, tropical florals turning their bathroom into a little daily vacation?

I’m creating work that brings joy, makes a statement, and fills a space with color and character. I’ll get there — because I believe in the work, and I believe in myself.

Contact Info:

• Website: https://www.kristinmsteinke.com
• Instagram: https://www.instagram.com/black_bird_art_design/
• Linkedin: https://www.linkedin.com/in/kristin-steinke-4420331/