“For me, being out in nature feels a lot like expressing myself creatively. […] Time and experience just blend together.”
Back when beanies were a staple of the office wardrobe and sleeves fell well below the elbow, we were in dire need of a little sunshine. Thankfully it shone through in the form of early sketches and mock-ups from artist and creative all-rounder, Julie Solvstrom. Originally from Denmark, Julie is a lettering artist, illustrator, and designer currently at home in Vancouver, British Columbia. She’s also our first artist in residence / creative collaborator / print provider of the year. Some title, eh?
Known for her bold typography and soft lines that recall the light embrace of summer days spent wandering. It truly warmed our souls back in late winter and we’re stoked to see the print in its final form today.
We love her take on the brief, visuallising escapism as a space where “time and experience just blend together”. Don’t wish it away, don’t watch the clock. Sit in it. Fully emerse yourself in nature and breathe a little deeper—take it all in. The feeling of the sun on your back, the sound of the wind brushing through the leaves… time spent between waves and tall pines. There’s nothing quite like it.
To welcome in the warmer climes and celebrate the release of our print collaboration, we caught up with Julie on her craft, thoughts on creativity, natural inspirations, and studio soundtracks.
Here goes.
Standard first question here, how did you get into illustration and design? Has it always been a big part of your life?
“My journey into illustration, design, and most recently, lettering, began with an early love for drawing and creative self-expression. I was also deep in a stack of my mum's printer paper. Some of my earliest memories are of my Grandfather and me, tracing birds from picture books, both of us completely immersed. It felt as if time stood still, narrowing to just the two of us in focus. I still experience that same feeling as an adult—the world momentarily stops when I sit down to draw.
“It’s also become a form of therapy for me. I process much of my inner life through drawing—both the good and the bad. When I look back at my work over the years, I can connect each piece to the exact experience or feeling I was going through at the time. Heartbreak, happiness, grief, falling in love, doubt… it’s all there.
“Turning that love into a career started similarly to many other creatives: I got into graphic design because it seemed like the sensible choice that wouldn’t freak out my parents. Only at 34, after many years of treating illustration and lettering as enjoyable hobbies, did I finally make them my main gig. It’s been a bumpy ride—freelancing is not for the faint of heart—but I have never looked back. I love it deeply.”
A tricky one, how would you describe your particular style and where do you gather inspiration from?
“Describing my own style in words is such a difficult task, but I’ll do my best.
“I blend lettering and illustration into these slightly busy compositions, drawing heavily on inspiration from the natural world and experimental typography. You’ll find plenty of animals, leaves, and flowers in my work—nature provides an endless supply of inspiration. My style is bright and colourful, usually topped off with a heavy hand of grain.”
What part do illustration and creativity play in your overall wellbeing? Do you find it to be a form of escapism?
“Creativity is essential for keeping me happy and healthy. I notice a shift in my mood very quickly when I neglect it, and I actually believe this is true for almost everyone. Whether it's drawing, baking, yard work, or tap dancing, it doesn’t matter. Those prolonged periods of focus—and, for some, the feeling of losing track of time—are among life’s greatest pleasures. They give our busy brains a moment to relax.”
“An 8-hour hike flies by; sitting in your kayak, you’re not checking the clock—time and experience just blend together.”
We’d have to agree on that. So, talk us through the prints you designed for Passenger, we love how they visualise that Spring / Summer transitional feeling. Big fans here.
“We wanted the range to be a celebration of the outdoors. For me, being out in nature feels a lot like expressing myself creatively. An 8-hour hike flies by; sitting in your kayak, you’re not checking the clock—time and experience just blend together. The theme of Outdoor Escapism speaks directly to that. It’s a physical escape from the daily grind, from the kitchen in desperate need of a clean, and from the car you really should get serviced. And sometimes, it’s a much-needed mental escape from the stress and anxiety of modern life.
“We wanted to showcase elements of nature: waves, trees, leaves, the sun. All the things that welcome and fascinate us, motivating us to leave our cozy homes in search of adventure."
Top albums you play whilst in the studio?
“I’ve been a Bon Iver fan for as long as I can remember, and their newest album SABLE, has been on repeat for a good while. Emmylou Harris’ Wrecking Ball is an album I keep coming back to. The National or Big Red Machine, if I just want something comforting and familiar.”
Bon Iver has been a stalwart within the Passenger HQ rotation. Any cool projects or news you have that you want to give some space to?
“2024 brought a lot of new experiences for me. I had the opportunity to dive deeply into packaging design, working on some amazing projects that I’m incredibly proud of. It was also my introduction to public speaking when I spoke at The Design Conference in Brisbane in June.
“Murals have been on my wish list for the longest time, and this year I had the chance to work with the Vancouver Mural Festival on my very first mural. These three areas have brought me so much joy, play, and creative growth this past year, and from what I can see, all three will play an increasingly significant role in my 2025.”
Thanks, Julie Solvstrom, we appreciate the good chat.
