In Conversation With: Emily Lauren

EMILY LAUREN is the product and pride of a love for refined style, modern design and minimal typography.

TLSE: With your boutique graphic design studio emerging from - interestingly - an architectural background, how did your love affair with visual communication begin? EMILY: From a very early age, I have always been obsessed with style and presentation. I knew I wanted to pursue a path in the design field, but I just couldn’t take my pick so I dabbled in a few areas until I found the perfect fit. During my architecture degree I was able to get a taste of graphic design and visual communication through the programs we used and the way we presented our designs and portfolios. As much as I was fascinated by architecture, it was more the communication of it that resonated with me most. It was at this point that I discovered my passion for visual communication, typography and design and would always draw on these elements in my projects.

TLSE: Tell us more, about the Emily behind EMILY LAUREN. What inspires you; who are the muses you look to; what fuels your creative side.

EMILY: I’m constantly exposed to inspiration. I always try to start my day doing something that boots my creativity into gear. Whether it be scrolling through Pinterest, flicking through design magazines, or reading my go-to blogs, I find it’s a great way to get in the right mindset before starting out the day.

I love modern art and architecture, simplistic forms, travelling and exploring different cultures. I’m particularly drawn to the likes of Picasso, Torres Garcia, Kandinsky, and pieces from certain movements such as Cubism, Expressionism, and the De Stijl movement which all bare a dialogue between art and architecture, and I like to think this plays a role in inspiring some of the work I produce. My creative flair nods to the places I’ve scaled across the globe.

TLSE: Recommended by The LANE (Australian wedding and lifestyle publication), EMILY LAUREN is proving a destination for bespoke wedding invites. How special is it (and how is the sense of responsibility!), to work on projects so intimately connected to one of the most memorable days of a person’s life?

EMILY: I feel it is one of the greatest honours - in this type of business - when a couple entrusts you with creating pieces for their special day. Call me cliche but I really do love weddings, it’s one of the most magical moments in life and it’s an absolute privilege to share this journey with my clients. Each have their own unique story which I try to bring to life through my designs, so it makes the whole experience a lot more personal. I have been lucky enough to work with really amazing couples who find their way to me because their style aligns with my own. The moment you present your work to them and they fall in love with what you have created is one of the most rewarding feelings you can experience!

“TO BUDDING DESIGNERS... TAKE THE LEAP OF FAITH”.

TLSE: An advocator for the power of negative space, in 5 words how would you describe the EMILY LAUREN aesthetic. EMILY: Minimal, luxurious, timeless, textured, modern.

TLSE: In an increasingly saturated market, finding your niche is key. How do you set yourself apart from competitors, and stand out from the crowd?

EMILY: With the ever-growing influence of social media and the many platforms where your work can be shared and published, it can be very hard to establish your own ‘niche’. You run the risk of your work being replicated, or even worse - being accused of replicating someone elses work. This is something I struggled with at the beginning, as well as constantly comparing my work to the standards of others. So it’s all about finding that balance, appreciating the work of your creative peers and competitors, but staying true to your creative style. Striving for that unique language that only your designs can speak, and that’s what ultimately draws in the clients.

TLSE: How invaluable was it to find mentors in the early phases of starting EMILY LAUREN? What advice can you impart for other designers looking to follow their creative stirrings and turn them into a business?

EMILY: This was extremely valuable! Although I didn’t have any mentors in my field specifically, I turned to several mentors from the small business world and at all different scales. Some who had already established their name in the public eye, and others on the way. Starting a small business can be tough and challenging to say the least, and it can get quite lonely working for yourself. Having these people to turn to for advice or simply reading about the ways they persevered through their road blocks and stresses, made it feel a whole lot more normal and less isolating. There were many times I doubted if what I was doing was the right thing, and I guess that just comes naturally when you turn a passion into a career, so having these resources to reach out when times were tough were super beneficial to me. To other budding designers out there, I would highly recommend taking the leap of faith. At the beginning it’s daunting, and be prepared to feel over-worked and under-paid, however once you can work out your own rhythm, how to charge correctly and put in the necessary hours required to achieve your goals successfully, you will find it’s the most overwhelming feeling of satisfaction.

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