When Surfing Meets Art: The Story of Raised By Summer
An Interview With Jovi
What happens when art, surfing, and storytelling come together? For Belgian illustrator and surfer Jovi, the answer is Raised By Summer — handcrafted branding and surf-inspired illustrations born from saltwater, sketchbooks, and a deep love for the ocean. In this interview, Jovi shares how a life-changing internship in India sparked both his surfing journey and his first ocean-inspired drawings, how he found his signature style, and what it takes to turn creativity into a sustainable business while staying true to passion and values.
Jovi, how did Raised By Summer come to life? What’s the story behind the name and the moment you knew you wanted to combine illustration and surf culture?
In 2014, during my social work internship in India, I bought a small leather-covered sketchbook. That’s when I started drawing again, something I had only done occasionally when I was younger. My internship with the Sebastian Indian Social Project was also where I had my first real surfing experience. The school used surfing as a way to motivate former school dropouts to stay engaged in their second-chance education program. On weekends, the children could join the surf club and receive a free meal. One of the locals taught me how to surf, and during those months, I created my first ocean-inspired illustrations.
That time in India completely changed my life. I was 22, and it was my first time traveling outside of Europe. Being introduced to a new way of living, while also discovering surfing and reconnecting with drawing, opened my eyes. It showed me that a meaningful life can be built around the things you truly enjoy doing.
In the years after 2014, I mostly surfed during holidays. On these Summer trips, I always reconnected with drawing about the ocean. That’s why I chose the name Raised By Summer. The idea for this illustration project was born during those summer trips.
What were some of the biggest challenges you faced when starting out as a creative entrepreneur and how did you push through?
My biggest challenge in the beginning was shifting my mindset from seeing drawing as a hobby to approaching it as a profession. To make this shift, I completed a two-year graphic design course, read books on business and negotiation, consulted an accountant, and created professional copyright contracts.
Your work blends minimalism with a bohemian, nature-inspired aesthetic. How did you find your style — and what continues to inspire it today?
Between 2014 and 2020, I experimented with many different techniques, including wood carving, Indian ink, black pen, watercolor, and digital tools like Adobe Illustrator and Photoshop. During those years, I didn’t have a social media account and wasn’t sharing any of my drawings online. While studying graphic design besides working as a social worker, I was introduced to Procreate on the iPad. That was a turning point, as it gave me an easy way to achieve the colors and textures I envisioned, while also being practical and travel-friendly. In 2020, I created the Instagram account Raised By Summer, without any expectations.
My inspiration comes from both life experiences and online research. For example, when I travel to Morocco, I notice beautiful windows, carpet patterns, animals that are different from home, as well as boats and fishing villages. These impressions inspire me to create illustrations connected to Moroccan culture. Afterwards, I search online for suitable reference images to develop the work further.
Your illustrations have become so meaningful to people that they’re getting them tattooed. How does that feel, and what does it say about the emotional connection behind your work?
I don’t have any tattoos myself, so it amazes me that people all over the world resonate so strongly with what I’m drawing. It’s a really special feeling.
What has freelancing taught you about balancing creativity with business? Many creatives in our community struggle with pricing, boundaries, or promoting their work. What have been your key lessons in turning art into a sustainable business?
This was definitely a challenge when I first started. I accepted many clients with low budgets simply because I didn’t know better. I remember feeling like a drawing robot, under a lot of pressure and often overworked. To understand the industry better, I reached out to freelance designers and larger agencies to research standard pricing. I also reflected on what I truly value in my work.
Today, I combine my illustration project with a steady job as a language teacher for adults. This balance allows me to work with a select number of clients who truly resonate with the work I want to share with the world. They respect my pricing and boundaries, so I no longer feel pressured to make deals, while still enjoying the freedom to travel and surf during school holidays
Do you see a difference between working with ocean-minded businesses versus more traditional clients? How do shared values influence the design process?
Yes, the ocean is a very special place, and the people who enjoy it often share a certain mindset. Working with like-minded businesses has always been important to me, because in a way you already understand each other before even meeting. I’ve been fortunate to have clients who trusted me completely, giving me full creative freedom to design based on a shared alignment with their vision and brand values.
What’s your process like when creating an illustration from scratch? Where do you begin when translating someone’s essence into visuals?
The first stage is about exploring what the client is looking for. It’s all about listening and understanding what their business does, where they are located, who their audience is, and how the illustration will be used. Asking the right questions at this stage is key.
The next stage is a brainstorming phase. Together we look for elements that are typical of their region or business, and we gather visual references that resonate with their audience.
Next, I translate this into a few small sketches. I usually create three different concepts. During the first feedback round, the client selects one direction, and then we refine it step by step until we reach a final illustration that fully reflects everything we envisioned together.
What advice would you give to other creatives or surfers who want to build a brand around their passion but don’t know where to start?
My advice would be to start small and stay consistent. Over time, experiment a lot so you can find your own style and understand what makes your work unique. On the practical side, make sure you always work with clear contracts, learn the basics of running a business, and research fair pricing in your industry. And throughout it all, stay close to your inspiration because that’s what keeps the work authentic and enjoyable.
And finally—where can our community follow your work, support your art, or get in touch to collaborate?
Instagram: Raised By Summer
Website: www.raisedbysummer.be
Interviewed by Lina Heller
Ocean-lover, wanna-be surfer, and yoga teacher. Helping surfers and creatives ride both waves and ideas. Always curious, slightly chaotic, but fully here for good vibes and better stories.
