From Coastline to Cross Stitch: The Story Behind Dive In, Chill Out

One of my favourite parts of our new Artists Collection is the chance to collaborate with artists who truly get the ethos of Trouvaille Stitch Kits and have a real love of life in the British Isles. For the Dive In, Chill Out Cross Stitch Kit, I had the pleasure of working with Andrew Heads (AKA A City By The Sea), a talented illustrator based on the North East coast whose work beautifully captures the atmosphere, colour and character of coastal life.

Inspired by early morning sea swims, golden sunrises and the iconic silhouette of St Mary's Lighthouse, this design brings together bold, graphic style with a real sense of place. I caught up with Andrew to chat about his inspiration, creative process, and what it was like to see his work transformed into stitches.

Tell us about yourself Andrew!

I am a graphic designer and illustrator from Whitley Bay in the North East of England. My work is largely inspired by the coastline; the landscapes, landmarks and the themes that encompass it. By celebrating the area, I hope that local people can appreciate their favourite places and themes through my work. I enjoy collaborating with other local artists and businesses to create designs that are unique and personal.

Photo Credit Cal Cowie, 'This Is Northumberland'

What influences have shaped your artistic style over the years?

I’ve largely been inspired by Art Deco and the travel posters from that era, as well as advertisements and marketing from the same period. The geometric style with bold colours and typography have always stood out to me. I enjoy making sure my illustrations have a good level of balance, with complimentary colours and typography that fit together naturally.

Can you tell us the story behind the artwork in 'dive in, chill out'?

We were up for sunrise on the longest day last year. We went down to Old Hartley Bay looking towards St. Mary’s Lighthouse. It was pleasantly warm and there were a handful of people already bathing in the sea, enjoying the sunshine and calm sea (I took the below photo that very morning!). That definitely sparked the inspiration behind this design.

For the design itself, I wanted to do something with bold minimalist shapes and colour, whilst including a slogan style hook with the accompanying text. I created a surf design called ‘Catch Waves, Throw Shapes’ a few years ago, and this design falls into a similar bracket.

How does the North East coastline inspire your work? Are there particular places you keep returning to?

I grew up in Whitley Bay and have always lived here. I think it was only natural that any sort of creative outlet that I pursued was going to be strongly influenced by the coast. When I was younger I think I took it for granted, but as I have gotten older it is something I really cherish. In my work I try to celebrate the landscapes, landmarks and colours. Some aspects change daily, whereas others are timeless.

Aside from the places on my doorstep that I’m regularly returning to (St. Mary’s Lighthouse, Seaton Sluice, Whitley Bay, Holywell Dene), I’m always looking at places in Northumberland that are a bit off the beaten track and could provide a fresh outlook or inspiration.

Is there a particular season or time of day by the coast that you love most?

A spring / summer sunrise is difficult to beat. Getting up at a ridiculous hour at the height of summer can be a challenge, but the reward on a warm summer morning is definitely worth it. I was at Warkworth beach a couple of years ago for a photoshoot. It was probably 5am. As the sun rose above the sea, it was warm, still, and there was nobody else around. Bliss.  

What was it like collaborating on a design that would become a cross stitch kit?

Technically speaking, I know very little about cross stitch design! Therefore I tried to create a design that wasn't too complicated and could be transformed into cross stitch format without losing too much detail. It was great seeing the process unfold from my initial design to the final completed construction. Jennifer did most of the work! I’m really pleased with the outcome.  

Have you ever tried cross stitch yourself?

I think I did when I was really young, but haven’t done since. I know cross stitch can be a good way of being mindful and relaxing, so for that reason alone it would probably do me some good. Maybe I should give my own design a go!

If you could design another coastal themed piece, what would it feature?

I’ve already covered quite a lot of themes over the years. The new cycle path running along the North Tyneside coast could lend itself well to an Art Deco or really minimalist style design, so perhaps that.

A huge thank you to Andrew for trusting me with his beautiful design and for sharing the story of A City By The Sea.

If you’re ready to capture a little piece of that calm, coastal magic for yourself, the Dive In, Chill Out Cross Stitch Kit is available now!

J xx

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