04 Mar, 2024 · By Alexandra Reid· 2024 , behind the scenes , blog , book club , collabs , collection , collection preview , collections , elevated women , new arrivals , new branding , new collection , photoshoot , photoshoots , profile , winter collection , winter preview · Comments

Elevated Women: Emma Barrett of Emmanate Creative

Emma wears the Gizelle Lurex Stripe Knit and Skirt.

So dear reader, have you noticed something different about us lately? Are you loving our new logo as much as we do?!

For this edition of Elevated Women, we chat with Emma, founder of Emmanate Creative and designer of our new branding. Emma selected some pieces from our AW24 collection and hung out with one of our favourite photographers Nat Salloum in her home in Dubbo.

We love the new branding you created for us! How did you approach creating our new look?

I always start with delving into a business and talking to the client to really understand what the vision is for business. I then think about the business as a person, what would they drink for their morning coffee, what would they wear, how would they talk to their friends, what would their home look like? I'll source typography and colour palettes that reflect this personality - a sophisticated font, that has feminine curves but is unfussy and modern - just like POL. We wanted a colour palette that didn't overshadow the ranges and seasons, something that was grounded but elevated and timeless. Creating a visual brand that is timeless is important, so it can grow as the business grows.

Emma wears the Eyre Contrast Back Shirt.

What made you decide to take the plunge and open your own creative agency?

It was to do with work life balance. Having had my second son, I couldn't face going back to my corporate design role after maternity leave, so I made the decision to resign and start my own business. I had always freelanced and envisaged starting my own studio, but the comforts of a consistent salary kept me for a while! It was the best decision I made. It was a 'sink or swim' moment and it gives you a real drive to make it work. I worked incredibly long hours and was mindful in working with like-minded women entrepreneurs / SME (not saying yes to every enquiry) - each project helping to build and grow my business. The business is now five years old and I'm now so fortunate to have a team and large space, and work with some amazing clients.

Emma wears the Bronte Cable Knit with the Lauren Wide Leg Jean.

What is your favourite part of your job?

I love being able to translate a client's vision into something physical. Hearing a client's reaction when they receive concepts never gets old. But having a final design in your hands is something I never tire of. Whether its packaging for a store, a champagne bottle label or seeing a large truck drive down the highway with your design on it, is always a thrill.

Where do you find inspiration?

Inspiration is something that appears in all forms (and not necessarily to do with graphic design). Sometimes it can be a colour combination found in a piece of clothing, or a pattern on a cushion, or a font on a website. I'm naturally drawn to colour combinations and interiors and find that is the starting place for a lot of my ideas. I'm also a long-time lover of magazines (and print). I have piles and piles of magazines at home and books that I refer back to all of the time.

Emma wears the Genus Angora Pointelle Knit with the Lauren Wide Leg Jean.

What are your morning rituals?

I would love to have a few more 'rituals' but it generally involves getting out of the house and boys to school. On a good day it involves a walk in our paddocks at sunrise with our energetic labrador, followed by an early morning coffee. I do enjoy the process of making my morning coffee, grinding the beans etc. When I get into our studio, it's a morning WIP meeting with the team, then discussions on certain projects with individual team members and jumping into meetings and work.

Where do you feel most at home?

In the country. Whether it's the lush misty hills of the Southern Highlands or the undulating hills or the flat plains (where we live). There is something comforting about gazing across the ever changing landscape.

Emma wears the Genus Angora Pointelle Knit with the Gizelle Lurex Pleat Skirt.

How would you describe your style?

I would say timeless and fairly neutral. I think designing with colour everyday, I tend to lean towards classic tones of black, white, navy. I do also like a hint of a colour now and then, always a red/pink lipstick for work (I don't feel dressed without it!). And I'm a flat shoe lover(!). I love natural fibres of Cotton and Wool, having spent my childhood growing up on farms and love to support Australian designers and makers.

What advice would you give to your younger self?

Back yourself, you will always make it work - one way or another

Which product can you not live without?

It would be my phone (unfortunately), having a digital business I am on my phone a lot - we also manage a number of social media channels for clients. Plus my calendar reminders keep me on track and on time!

Emma wears the Bronte Cable Knit with the Lauren Wide Leg Jean.

What is your favourite way to relax?

Enjoying good food and a glass of something with friends and family. I'm a sucker for a long lunch and we try to have a long Sunday lunch most weeks.

What is your favourite thing to do to give back to the world/pay it forward?

I am always generous as possible with my advice, particularly anyone starting out in business or graphic design. I know when I was starting out, it was incredibly difficult to understand the intricacies of running a business. I love paying for an extra coffee at my local cafe, to be given away to someone that day.

Emma wears the Gizelle Lurex Stripe Knit and Skirt.

You can follow Emma on Instagram and check out her website here.

Shop the edit of Emma's styles here.

Photos by Nat Salloum Photography.