Welcome to The Calm Creative

Here's my vision for this place in 2025.

Ever since I started my current business (which is art) back in 2021, I’ve experimented with different ways of showing up online: sharing my work on Instagram (reluctantly, sporadically), creating videos on YouTube (75 by the time of this writing), making podcast episodes (6 so far), and writing in various formats.

One of the things that’s worked especially well for me is this Substack. In the beginning, I used Substack like a newsletter tool. Most of the older posts on here were originally sent as email newsletters, and chronicle my journey in building my art practice and business from the ground up. Including lots of confusion, experimentation, and failure.

Since then, my publication has evolved into more of…well, a publication. With meatier, more evergreen posts, community discussions, and the occasional podcast episode or video. And this is the direction I want to keep developing it in. Not as a replacement for my newsletter (more on that later), but as a replacement for YouTube and social media, which I struggle more and more to show up on.

Substack feels to me like an uncommonly calm space online. Few distractions, no annoying ads, or short form videos autoplaying in my face. No engagement-obsessed algorithm dictating what I see and don’t see, and which of my content gets pushed out or not. My mind can breathe here. I’m nourished by quality, long-form writing that makes me think and feel more deeply. I look around at other writers and creators on this platform, and I feel inspired, and in great company.

That’s why I’m renewing my commitment to show up here in 2025.

I’ve been off and on this platform a few times now, for a variety of reasons. Some of which still hold true. But each time I’ve been away, I’ve missed it.

I’ve missed the community. I’ve missed the easy-to-use editor. I’ve missed creating without having to worry about reach or retention. Here, I can focus on doing my best work, and creating for my people, not for some algorithm. But at the same time, more of my people discover me here, thanks to the network effects of this platform. And Substack’s community functions make it easier for us to connect. The whole place just feels more… human.

There’s so much I want to share, and talk about, and explore going forward. And I want to do it here, with you.

In case we haven’t met…

Hi, I’m Louise. 👋🏻 I’m a Swedish watercolor artist who mostly paints birds.

Before this, I was a burnt out freelance copywriter/web designer who eventually threw in the towel, went on sick leave, had an existential crisis, and picked up art as a way to stay sane. I loved it so much I decided to make it my new life.

Nowadays, apart from running my art business, I also teach art, and coach other creatives in building calmer businesses.

Other topics near and dear to my heart are: mental health, digital minimalism, anti-hustle culture, environmentalism, slow living, and birdwatching-as-self-care.

If all of this sounds like your vibe: Welcome. Make yourself at home. 🖤

Here are some writings to get you started:

DIY Art School: A complete guide to learning art on your own

Quitting social media didn't ruin my career

The curse of the multi-passionate creative

How to write like an abstract painter

And some of my videos:

Why subscribe?

Simply put: to get all my writing (and other content) straight to your inbox.

New posts will be free for everyone to read for 6 weeks. After that, they will go into the archive, which you can access by paying for a subscription. Paying subscribers also get access to the comments field, and possibly other community posts and discussions as well.

Mostly though, a paid subscription is just a way to say thanks and support my work. You can access all of my posts here with a free trial anyways. If being a part of the community feels important to you, but your budget doesn’t allow for a subscription at the moment, just reach out to me and I’ll gift you a membership.

If you (like me) suffer from Substack-induced email overwhelm, and you’d still like to stay up to date, I also write that newsletter I mentioned earlier.

My newsletters have previously been weekly, each one a lengthy combination of personal essay + business updates + links to new content + book recommendations and link roundups. And although I’ve enjoyed writing these, they’ve also started to feel a bit overwhelming - for me, and likely for many of my subscribers as well, some of whom might just want to know when I have new art for sale.

So I’ve decided to keep my newsletter mainly for studio and shop updates, and links to new content so that people can pick and choose what they want to read or watch. I’ll send it out once a month instead of weekly.

If that suits your needs better, then go subscribe here.

I’ll publish all of my other stuff here, on Substack, where it can get a longer lifespan and be accessible to more people. This setup might change in the future, but for now it feels right and want to try it. 😊

Once again, welcome (or welcome back) to The Calm Creative. 🙏🏻