James Lewis Tucker was born in 1984 in Red Bank, NJ. As a child he collected seashells from the shore and explored the brooks of his grandparent’s Christmas tree farm. In 2013, James opened The Aesthetic Union, his letterpress shop and design studio. With his small team, Tucker has worked closely with both large and small companies to create traditional printed matter using contemporary techniques. ..
James’s art practice is a part of the shop’s production schedule and framework. He produces limited edition prints that explore both traditional landscape prints inspired by the California Coast as well as minimalist, experimental mono prints. His work has been shown in major galleries and is housed in permanent collections. James is passionate about keeping the tradition of letterpress alive while also utilizing modern processes which has helped The Aesthetic Union remain a hub for art, craft and design within a shrinking community of creatives in San Francisco.
Tucker answered questions about his practice, art, and how business collides with it all.
Hello, my name is ____________ and I am a journalist. I write about politics, the economy, and other newsworthy topics. If you have any questions or comments about the article, please feel free to contact me at ___________. Thank you for reading! ..
Hello, my name is James and I own and operate The Aesthetic Union. We opened our studio in 2013 and specialize in traditional printed matter using contemporary techniques. Our team works closely with companies of all sizes to create beautiful prints that reflect the unique artistry of each project. I am a self-taught artist who integrates my work into the production schedules of our presses, and we also produce limited edition prints as well as experimental mono prints. Our goal is to keep the tradition of letterpress alive while also utilizing modern processes, which has helped us remain a popular destination for artists and craftspeople in San Francisco. ..
How has your approach to creativity changed over the years? What are some of the biggest challenges you’ve faced when it comes to creativity? ..
Vision is key. You have to make it about everyone, not just yourself. If you make it about yourself, it’s just more ego and we don’t need more ego in the world, especially right now. You have to be open to people influencing that vision, don’t be afraid to let it evolve over time and with circumstance. Doing this encourages an open atmosphere of collaboration that breeds creativity instead of stifling it. ..
The space I am in is currently used for all aspects of my business. It is a great place to work, store inventory, and conduct business.
The space is roughly 1700 square feet of mayhem because of the virus. Because of this, our storefront is closed and things are strewn about. Before COVID-19, the back of the shop was the design & print studio, where we’d make and fulfill custom orders, art prints and hold workshops. The front of the shop is a partnership with Case for Making that offers handmade watercolors and paper goods that are also produced in house. Honestly, it’s hard to operate in a space that was built to be visited in person. So, we’re having to adjust the space and use it as a printing studio. Currently, we’re using the full 1700 square feet for printing, contributing to the creative chaos.
When I’m creating or working on something that I believe in and that I’m passionate about.
I feel the most powerful when I can give my staff what they need, and do the same for myself.
Some of the challenges in my practice that I’ve come to know, love, or despise are the need for constant vigilance against burnout, the need to be constantly learning new things, and the ever-changing landscape of legal practice.
Precision is the number one challenge when it comes to letterpress printing. There are very few professions that require this level of precision, and when you see imperfections on letterpress prints they stand out much more than in other types of prints. This is why it’s important to make sure your prints are perfect - it’s comparable to couture dresses and bespoke suits in terms of level of detail and craftsmanship. The amount of precision required can be tiring, but fortunately I have a great team who is able to see the details and make the prints look easy. If I’m not tired at the end of the day, then something isn’t right. ..
I love challenges and taking on new projects. I despise the politics of dealing with people, and I’m very straightforward. If I see something wrong, I’ll say it and sometimes people don’t like to hear it.
I’m always drawn to the creativity and innovation of artists in the San Francisco Bay Area. They provide me with inspiration for my own work and help me recalibrate my juices.
David Lance Goines, Tom Killion, and Mayumi Oda are my biggest inspirations. ..
If you’re interested in pursuing a career in business art, the San Francisco Bay Area is a great place to start. There are plenty of opportunities here, and the region’s vibrant creative culture will help you develop your skills. You’ll also find plenty of support from fellow artists and professionals, so don’t be afraid to ask for help when you need it. If you’re up for it, the Bay Area is definitely worth exploring! ..
Are you sure? I’m half-kidding. You have to really want it and be aware of the challenges it brings and come armed to take them on. Art as a business in America is extremely challenging, especially in San Francisco, a city that focuses on tech and restaurants as its core. But really, I don’t think of The Aesthetic Union as an art business. We’re manufacturing, employing highly skilled craftspeople. While people consider letterpress an art, it’s much more a craft—meaning it’s more apt to being a business than say, painting, while focuses like sign painting or ceramics are more geared towards business.
Can you offer a unique service or product that would be valuable to your target market? What ways can you generate income from your offering?
Be careful who you trust. There are a lot of people out there who want to take advantage of you in the beginning. I wish someone had told me that when I got started.
That said, there are a few organizations that help artists as business people, SFMade has been fantastic. Explore and get to know your support options.
There is no right answer to this question as it depends on the person’s perspective. For some, letterpress printing is an art form that requires a great deal of skill and finesse in order to produce high-quality prints. Conversely, others may view letterpress printing as a science that can be mastered with practice and patience. Ultimately, it is up to the individual to decide which perspective they prefer. ..
Letterpress is a balance between craft, art, and design.
You can be the best artist in the world, but if you don’t know how to produce art or design, you’ll never be able to make a good piece of it.
Letterpress printing is the best because it has a balance of all three: letterpress prints are small and delicate, making them perfect for small items or everyday use; they’re also affordable, making them a great choice for anyone on a budget.
A memorable client was a company that provided innovative and cost-effective marketing services. They were always willing to take the time to understand their customers and their needs, which resulted in high-quality results.
We worked with Wendy Mcnaughton, Alice Waters’ organization ‘Edible Schoolyards’, and Samine Nosrat to create a food chart for what’s in season that launched in conjunction with her book, ‘Salt, Fat, Acid, Heat’. The project really stretched my letterpress skills because it was incredibly difficult and very rewarding. Because it was aligned with Samine’s book launch, it became incredibly huge.
It was a great book launch because I knew it was a fantastic book with beautiful illustrations and the timing and production just all came together. Getting a chance to be a part of that launch was really cool.
was a great example of that.
The experience was great for achieving the goals.
As of right now, where can people go (online) to buy your work if they wanted to?
The Aesthetic Union website offers a variety of services, including custom work. They are also unveiling new products soon, so be sure to check out their Instagram for updates. ..
I think it’s important to remember that art is a reflection of the society in which it exists. So, while there are many different types of art, I think it’s also important to remember that all art has the potential to bring people together and make them feel something. And, as for business ownership, I think it’s really important to have a passion for what you’re doing and to be able to give your customers what they want. ..
We’ve been struggling for the past 7 years to run a craft business in a tech-focused city, but our dedication to quality, work ethic, and small business and community have really helped us. With the current crisis, it’s been a struggle to sound overwhelmingly positive, but we’ve continued to see amazing support and outreach from the community and business for which we’re so grateful. As the rest of the country follows suit in the mandate to shelter-in-place, we hope that support continues on, as community is one of our top values and something we strive everyday to perpetuate and preserve.
The Aesthetic Union is a photography collective that uses creative and innovative techniques to capture the beauty in everyday life. ..
