Art + Audience: Episode 28 Summary
What No One Tells You About Licensing: Juliana Tipton on Boundaries, Burnout, and Creative Joy
Released on August 12, 2025
Host: Stacie Bloomfield
1. Introduction to Juliana Tipton
Stacie Bloomfield welcomes Juliana Tipton, a talented surface pattern designer and illustrator based in San Diego, California. Juliana shares her eclectic career journey, highlighting her transition into surface design in her early 40s amidst the tumultuous year of 2020.
“I really started to focus on [surface design] and say, like, I'm gonna give this a try.”
— Juliana Tipton [02:10]
2. Transition from Graphic Design to Surface Design
Juliana discusses her 12-year tenure in graphic design, which served as a foundation for her pivot to surface design. Her passion for illustration and pattern design naturally led her to explore surface design, despite initially feeling like a solo endeavor compared to her collaborative experiences in graphic design.
“What I really love and what I really enjoy most out of working in graphic design is when I get to collaborate with others.”
— Juliana Tipton [03:20]
3. The Pitching Process and Securing Licenses
Juliana attributes her successful transition to surface design partly to the education she received from industry experts like Bonnie Christine and Shannon McNabb. These classes introduced her to the nuances of licensing and effective pitching strategies, enabling her to secure significant licensing deals.
“I started pitching and the first few emails that I sent out, I actually got responses. I wasn't expecting that.”
— Juliana Tipton [07:30]
She recounts her partnership with Fringe Studio, emphasizing the importance of persistence and timely follow-ups in establishing fruitful collaborations.
“I'm so glad I kept that, you know, schedule that follow up so important.”
— Juliana Tipton [07:30]
4. Learning About Contracts and Communication
Juliana delves into the complexities of understanding and negotiating contracts. Her graphic design background provided her with the discipline to meticulously review and question contract terms, a skill that proved invaluable in the surface design industry.
“I always open it in, you know, some sort of software program where I can take notes right along with it.”
— Juliana Tipton [20:22]
She stresses the necessity of asking questions and, when needed, seeking legal advice to ensure clear and fair agreements.
5. Navigating Imposter Syndrome and Fear
A significant portion of the conversation centers around distinguishing between genuine red flags and feelings of fear or imposter syndrome. Juliana shares her insights on recognizing when hesitation stems from legitimate concerns versus internal doubts about her capabilities.
“Imposter syndrome… it's a very good indicator to me of how I'm feeling about something.”
— Juliana Tipton [15:00]
6. Understanding the Realities of Licensing Income
Juliana candidly discusses the often modest financial returns from initial licensing deals, emphasizing the value of experience and exposure over immediate financial gain. She recounts receiving her first quarterly royalty check of just 83 cents, highlighting the gradual nature of building sustainable income through licensing.
“No one prepared me for one of my very first quarterly royalty checks that was 83 cents.”
— Juliana Tipton [25:05]
7. Importance of Multiple Income Streams
Both Stacie and Juliana advocate for diversifying income streams to build a resilient and thriving art business. Juliana maintains her roles in graphic design and illustration alongside surface design, underscoring the necessity of balance and multiple revenue sources.
“I'm still simultaneously doing surface design illustration. I'm still doing graphic design also because it's wonderful and I work with amazing people.”
— Juliana Tipton [25:05]
8. Building Professional Relationships and Integrity
Integrity and open communication are pivotal themes in Juliana's professional ethos. She emphasizes selecting partnerships that align with her values and being willing to walk away from collaborations that feel misaligned or exploitative.
“I know that I want to show up that way, if I want to foster that. And I'm usually met with that.”
— Juliana Tipton [29:36]
9. Future Goals and Aspirations
Looking ahead, Juliana aspires to expand her repertoire into book cover illustration, challenging her self-perception and embracing new creative ventures despite lingering imposter syndrome.
“I would love to do, like, a book cover illustration. … I'm so excited by it that I'm thinking, like, that would be amazing to do some book illustration.”
— Juliana Tipton [31:20]
10. Final Thoughts and Encouragement
The episode concludes with both speakers reinforcing the importance of patience, continuous learning, and maintaining authenticity in one's creative journey. Juliana encourages artists to seek out communities, ask questions, and stay true to their artistic integrity.
“There's room for everyone. And that fit that wasn't right for me, that's going to be a fit for someone else.”
— Juliana Tipton [30:48]
Where to Find Juliana Tipton
Support Juliana's work and follow her creative journey:
- Website: julianatipton.com
- Instagram: @jewelltipdesign
- Email Newsletter: Coming Soon
This episode provides valuable insights into the challenges and rewards of transitioning into surface design, the intricacies of licensing, and the importance of maintaining professional integrity. Juliana Tipton's candid discussion serves as an encouraging guide for artists navigating similar career paths.