The Story Behind My Book Cover with Leith Hudson

#131 - (Edited) Leith Hudson

Thu, Apr 10, 2025 8:34AM • 40:22

SUMMARY KEYWORDS

Freedom, adventure, personal branding, book cover design, Emma Lovell, Leith Hudson, female founders, brand story, creative process, business travel, self-care, podcast, rebranding, book launch, brand loyalty.

SPEAKERS

Emma Lovell, Speaker 2, Speaker 1

Emma Lovell 00:00

Do you want to live a life of freedom and adventure? Are you wanting more than the daily grind? Me too. Welcome to the Emma Lovell show a place where we talk about living a life you love now. I'm your host, Emma Lovell, and my number one value is freedom. I've spent the last 14 years running a business and traveling the world, and now I take my husband and toddler along for the adventure too. It's possible, and I know you can create a life doing what you truly love as well. This podcast will inspire, motivate and encourage you to go after your dreams, to create a life you love and to live it now, not wait for retirement or someday in the future, I'll be sharing episodes weekly about how I harmonize business travel and self care. I'll also bring on incredible guests to share their journeys, the wins, the challenges, and how they're creating a life they love. Let's jump in and get dreaming. This is a space for you to manifest a life you love. I would like to acknowledge and recognize Aboriginal and Torres, Strait Islander peoples as the first peoples of this place, now known as Australia. I'm grateful for the continuing care of the land, waterways and skies where I work, live, listen, learn and play from here on, you can bear country and from wherever you are listening, I pay my respects to the elders past and present. Welcome to the podcast today. I'm delighted to be joined by Leith Hudson, who is the founder of Leith Lauren CO, which happened to be the designer for my book cover, which we're going to chat all about today, as well as my rebrand for Emma Lovell as she helps female founders coaches and creatives to craft iconic brands that don't just look good, but position them as the go to in their space. She's got a background in design, creative writing, and 14 years in real estate, and she brings a powerful mix of storytelling, strategy and commercial savvy to the table. She's passionate about helping women step into their CEO era, amplify their brand story and build businesses that leave a legacy. And fun fact, Leith was named after her dad, and when he asked her to give up names so he could pass it on to her brother, she stood her ground. That is brand loyalty right there. I can't wait for you to hear more from Leith and to hear the journey about the rebrand and the book cover on this episode. Let's dive in. Welcome to the podcast. Lee Hudson,

02:27

thank you so much for having me.

Emma Lovell 02:29

I This has been a long time coming. I think we probably trying to do it for about eight months, but we are here, and it's wonderful to be having this chat. But please tell us in your words, who are you?

Speaker 1 02:40

So I'm Leith. I'm also known as lethal, which is where my business name kind of comes from, lethal and CO so what we do is we help female founders create iconic branding that helps them stand out in their marketplace and drive growth and cement their legacy. Really love

Emma Lovell 02:59

it. And we met many years ago, before we worked together at the Osmo conference, we both had a little Bubs.

Speaker 1 03:07

Yes, so funny that our boys are both born on the same day, and I think it was in my first year of business when I when I met you, and I was just sort of wowed, because you were up presenting. So

Emma Lovell 03:20

that was very funny, because I was not meant to be presenting, and then, oh, really, well, they asked me, but that was a personal branding day, and you've now obviously know that I've gone through a rebrand. So, yes, becoming a personal brand. So the irony of teaching people about brand and then being like, Oh, I probably should like do this work myself. So

Speaker 1 03:41

it's so funny. I feel like that's like, that old cliche of, like, you know, the painter and their house forever needs to be painted, yeah, when you know the thing, you're too busy doing it for everyone else to kind of get around to doing it for yourself a lot of the time well.

Emma Lovell 03:55

And I think it's just hard. Like, I just don't think you can see yourself like, you know. And the way we reconnected was through Liv Muir, Olivia Muir, the brand strategist, and she just, and I'm actually wearing her brand color. Hope you appreciate, oh,

04:09

I noticed that

Emma Lovell 04:11

blue, which I've learned from her, but yeah, I needed somebody outside of me to see that and to join the dots for me. So, you know, it's funny, because once we came to the conclusion, it was like, I was a busy business travel life coach, which ended up becoming the pleasure coach. Is like, it's actually was the conversation we live that led to the book, really to the solidifying I was sort of there, but I wanted that it was sort of germinating, and then it was like telling her about the things, and then it was going to just be a rebrand of my personal branding work. And Emma Lovell work in New Zealand, and it became, wait, I've got to redo all of my messaging, not just change the name and the colors on the website. Like, yeah,

Speaker 1 04:52

and like, I love Liam. I find she comes at it from such a strategic and such a really thought. Full place. I feel like I'm very, like, story driven, and sort of like, you know, really dive into the story and the creative element. But, yeah, I just working with her is really fascinating, just to see how different people think about, you know, the same the same thing, yeah,

Emma Lovell 05:16

and she Yeah, it was, it was just that taking, I guess, being the mirror, but also taking and taking it a step further, and it's just work that I you just can't do because it is personal brand. You're just too close to it, and to get that external perspective and to see you, and it's so interesting then to see people's interpretation of what you're creating. And so then, obviously, well, you were brought in, and we gave you a bit of a fun project, which was your first so today is your first podcast, and we also did your first ever first book cover.

Speaker 1 05:48

Yeah, it's I, you know, I am obsessed with books you probably can't see because my backgrounds blurred, but I have this, like, ridiculous pile of books on my bedside table. I just, yeah, love diving into stories and other worlds. And so to be able to actually be part of that process and help you create something that's like, it's this forever thing like, and on shelves, and, yeah, it's amazing. I'm so grateful.

Emma Lovell 06:12

Endemics, it's an award winning book now it's, it's around, out and about and around, um, so for you, like, yeah, how was it different to you? I guess, like, basic base level of the business is graphic design. How is it different to sort of, the other projects that you usually do?

Speaker 1 06:34

I think, you know, when I think about branding and personal branding, there's this perception that, like, it will evolve over time. But I suppose a book, in a way, is a bit of like a time capsule, because, you know, it will remain. You might have reprints, but largely, like the cover, it really, you have to get it right that first time. So, I mean, there was an element of, like, obviously wanting to get it right for you. Because I feel like this is, you know, you're the pleasure coach, and you know, the book about the art of pleasure, like, it has to be, it's, it's kind of iconic, I guess, like, you know, and quite central to your brand. So, yeah, I guess I felt the weight of that and wanting to get it right for you. And you guys did an amazing job of, like, putting together the brief. And I think, yeah, you'd had this vision in your mind. So it was, it was really beautiful to sort of like, take your ideas and then just Yeah, weave in a little bit of my own, and we just Yeah, came up this amazing collaborative baby.

Emma Lovell 07:35

Looks a bit interesting in it, like, probably did it, like when I went to the publisher, which was, like a bit of a curly way to do it anyway, but to end up working with service, publisher, publish Central, and which was helpful, I think, for you, like, in terms of giving the requirements, because they are yes, very as are, like websites have sizes, and everything has sizing, but like, a book cover has very specific requirements in that, like, simply, like, you know, when you print it, it's like, the sizes must be right, otherwise the spine would be off. And then, like, on the back, we had to create a barcode like, or like, have the place, the space, because then they print the barcode. That's pretty cute, actually. It says on their cover design by lease Hudson, so it's on every single cover. You know, that's something that, you know. The first time around, it was like, there's not enough space for that, you know. So like, this thing that, Oh, okay. Or you go, Oh, we will use this font. Well, no, we can't, because it won't stand out enough. Or you go, you know, one of the things that was so interesting was that, you know, you think about the book always being the front cover, but sometimes, if the book's lying down, they're going to see the back cover, yeah. Then on a shelf in a bookshop, all they might see is the spine, yes.

Speaker 1 08:46

So from, like, all angles, like, it really has to be appealing. And then, you know, even down to being able to help you create the logo for your own publishing house, like, I just feel like every single element of it is just, it's so beautiful, it's so you like, yeah, that was

Emma Lovell 09:02

a really lovely last minute thing. So believe didn't have enough to do. We were already doing the brand and then the book and then so we did decide to publish under my own companies. I was like, not what I intended to do was to set up a publishing house, which is actually quite simple. It sounds very fancy, but essentially my publishing name under the onto the existing ABN that I had. So it had to be its own thing. And so when I was told that, well, you could create your own publishing company, I was like, well, they're like, you can create a fun name, like my friend named hers after a dog, or someone's like, it's like, lighthouse. Is that something? And I just straight away went, it's quick fin, like my son, is Finn quick? That was quick fin publishing. So then I said to Lee, just going to add this into the I really need. I need a logo, like stat. It just has to have a fin in it, like a shark fin. And the. Name is quick fin publishing. And you came back and could never have imagined or thought up to do what you did, which is to put the fin of the shark inside the queue and just the font and everything. And it was just like, Yep, that's it. I was so

Speaker 1 10:16

glad it just came together. Like I just had this visual in my mind. And I was, I feel like that's a cool way to sort of, like combine both elements. So I was really wrapped when you logged in.

Emma Lovell 10:27

It was, yeah, it was like, great. Tick done. Next, thank you. Voice next. But it looks it's so cool to have that on the spine. And then the thing about that is, when you self publish, is having that logo there, and whether it's through, I could have, if I didn't choose to do that, publish central would have put their logo. But when you put it on the shelf against all the other books, you know, Penguin or Wiley and Sons, or any of these big publishing houses, my book would would stand up against them. And that was the goal. Was the cover needed to stand up against, you know, books that are, you know, huge publishing they're going to, you know, end up on, you know, whatever, New York Times or whatever,

Speaker 1 11:10

yeah, like, it's a lot of pressure, and I think just we managed to pull it off, like, I'm so proud of the project, and, you know, I I'm so proud of then, you know how you've been able to take it and just keep selling out and reordering, you know, reprints. It's amazing. So congrats. Oh,

Emma Lovell 11:29

thank you. It was fun. Like, so when we first came and it was great, like, because we had a kind of a brief, but, like, the first interpretation, it was like, Huh? Like, I didn't know what my cover, like I knew the photo. We picked the photo. I didn't pick the font or anything like that. I would never have asked for the passport stickers, which was a super cute idea. The funny thing that was very like, one of the first things I gave feedback on was, like, one of the stickers was a country I hadn't been to. So I was like, I can't be Nairobi. And he was like, I love that. Not the point. We had to make the stickers. And we did have an extra, we had four, but it just got a bit crowded. So in the back there's but then those stickers became like things we could use in other marketing, absolutely.

Speaker 1 12:16

And I just think it just shows the level of like, the authenticity and like the thought that you put into it. And I guess, you know, the inspiration behind the fonts was, I actually sort of went looking for something that looked like, you know, those vintage postcards, because I thought, like every, every element, we just wanted to try and tie it back and make it feel like, really authentic to pleasure and travel,

Emma Lovell 12:39

yeah. And it was such a lovely surprise. And then the color was a lot lighter initially. And I was like, oh. And it was like, so cool, because it was like, it looks like a book cover. But I was so married to the color. So I was like, that was in the end, I had a few non negotiables that I didn't realize I had, but the dark color was the non negotiable. So I was like,

Speaker 1 12:59

and I love that about the creative process, because, you know, it helps solidify, you know, you had this vision, you saw something else, kind of considered it, but then ultimately, like you, you knew what you wanted. So yeah. And I think you know that color again, it feels really central to you and your brand. So I think that was a great, a great decision,

Emma Lovell 13:21

yeah, and, you know, we did, there was sort of some color adjustment, which we thought we needed because of the case, but it turned out, and it's funny, because I think I don't know if someone else said it, but the little bit worried about and so for people listening, I'm holding up the cover. So by all means, go to Emma lovell.au forward slash book, and you can see it there. Otherwise, you know when you can purchase copy and you can have one, but my shoes, and it's funny, because, like, it was like, are the shoes going to be a distraction? And originally, we changed the color, yeah, but I wore those shoes because they were the fabulous color. And it actually, like, worked quite well with the the pleasure word is in a light teal and the color of the shoes. What? What blue would you say? Like, a sky blue? Yeah.

Speaker 1 14:05

Sky is sort of like a, quite a vivid, bright sky blue,

Emma Lovell 14:09

yeah? And I think, I don't know if it's my mom or somebody said, like, they could be a distraction. And I was like, well, they're just fabulous. And just, I don't know. And then someone said, the other day, the first thing I noticed on your book cover was the shoes. And I was like, Oh, there you go. I was like, it doesn't mean that they didn't keep reading. They were like, oh, nice shoes. Move on. Like, she's got the book. She's just like, oh, shoes were so fun. I was like, well, we chatted about that, so it's just a talking point. Ultimately,

Speaker 1 14:33

I think you know, if it's you and that's you know what you chose, then like, Yeah, I think let's just run with that and just keep it authentic to you. It's,

Emma Lovell 14:43

I think, else that we changed that because we'd approved, and we were working with the cover, and we'd done all these graphics, and people created these, like, kind of mock ups of like, the book in the airport, and the book by the by the someone reading by the pool, and all this fun like. So it's kind of. Yeah, it was really weird, because I was so used to seeing the book, and I had seen the book and we'd seen it stacked and seen it kind of in place. So so used to seeing it. But then one thing that stood like we had the spine was white, and it was in my cupboard. And I told my organizer lady later. But one day, I was putting the books in the rainbow water. You can even see Lisa right behind me in my half the shelf is white, so half white, and there was only one book that was in. There was some light blues, and there was some like white and then pink with a majority. And then there was some light blues. There was one from every color of the rainbow, but there was only one deep green. And wow, it was this deep teal, which is such a stunning color. And I was like, if it's on the shelf and it's white, it's not going to stand out. And I just emailed straight away, cool, we've got to change the spine. Yeah.

Speaker 1 15:56

And I like, I love now, how the words just like, pop out from it. Yeah,

Emma Lovell 16:02

we just flipped the colors. But it was like, this weird thing that, like, is that really that important in in the grand scheme of things, or in the process? And annoying, because we already had these graphics, and I was like, no, no, now we need to change all those graphics, because the spine is not that color anymore. And it didn't matter majorly, but, but then, you know, it's just like, of course it was going to be that color. Like, yeah, change it. So thank you for now seeing

Speaker 1 16:24

it that way. I actually can't imagine going back the other way. So, yeah.

Emma Lovell 16:29

So then the moment, like, did you first get the book at the launch, which was basically the day after I got it. I i arrived back from Europe on the 21st got the books that night, and then the book launch was the 23rd so you saw it for the first time only two days after I saw it for the first time. So it was like a huge thing. Usually you'd hope to get it a few weeks before and checking things. But thankfully, all the measurements worked so and everything looks bright, but i The weird thing was that I had seen the cover, and we had seen that cover, and we'd seen that photo so many times, difference to see it on the book. And that's like, that bit was like, wow. And then I turned the book over, and we have the video of me seeing it for the first time, and

Speaker 1 17:16

I'm like, It's so touching. I was like, the back, nobody's seen the back

Emma Lovell 17:20

because we'd only ever previewed the front and the side, Yeah, nobody's seen the back, and then, like, they were my word that I just were, like, No,

Speaker 1 17:31

I could only imagine, because, yeah, as a lover of books like, you know, and the labor of love that goes into, you know, not just the cover artwork, but, like, you know, there's all the planning and the writing and the edits, like it's, it's a huge process, and I think to finally hold it like that would just be, like, such an emotional moment. And even for me, you know, I didn't, did? I just helped you create the cover. And so at the launch party, it's like, I see so many things that I create on the screen, but I don't get to hold a lot of them like a tangible thing. So, yeah, it's, it's such a beautiful moment,

Emma Lovell 18:03

yeah, yeah. And you were there, which is so special, because we only live an hour away. So it was wonderful that you made the effort. The other cool thing is, like that we had to work on and these are just decisions. Like the decision fatigue was crazy. Like, toward the end, I just did not realize how many decisions would go into this. But like, the inside cover color, we did make a Back Page. I Emma Isaacs has her back page with her author bio, because the bio could go in the front or the bio can go back. Like, there's actually some decisions that differ, like not every book is is sort of an accepted layout, but there's also choices in terms of where things go. And so I had seen that Emma had had her photo and the author bio and that in the back, on the back inside cover. And I really loved that, because in its color and everything is whatever. But then you'd sort of given a few different I was like, Okay, we need the inside cover. Can you design that too? And then you gave a few different colors, and then it was like, oh. And I was deciding, and I was deciding, and I decided, I decided on one, and then we sent it to the publisher, and they're like, well, it really has to be the same color as the cover,

19:11

like I after that,

Emma Lovell 19:15

which made it a simple decision, really, right? And the contrast is great, but you're just like, was like, oh, okay, well, that's that then. So it choice made, choice made, and, yeah, but then, you know, so there's just so many elements that are in there that, you know, I didn't even realize that we had to do. And you think it's so simple, um, so it was quite a journey for both of us and helping food, their only job is designing covers like that's, yeah,

Speaker 1 19:45

that's mind blowing like that. That's just like a whole job in and of itself. But I can understand why, because so much goes into it.

Emma Lovell 19:51

So I wrote in my book, leaf Hudson graphic designer, thank you for my epic full cover. I'm so that happy that we could make a. And come true together, me writing a book, and you designing a cover, and for the visual design of so much of my brand, stunning.

Speaker 2 20:07

Oh, thank you so much. That's it's really beautiful. So would you do it again? Oh, absolutely,

Speaker 1 20:13

in a heartbeat. I think I even got ahead of myself, and I said on a post, I was like, if there's a second book, like,

Emma Lovell 20:23

Yeah, we haven't scared you off the process, what would be, what would be the lessons that you would take, or, like, the guidance to somebody who's thinking about, like, the things to think about with their own book and and potentially the cover.

Speaker 1 20:36

It's a great question. Um, I think, like, we touched on a little bit earlier, because it really is, sort of like, it's really going to encompass, like you, I guess, as a brand at that point in time. And it, you know, it has to have that longevity. So really taking the time to sort of like, think through the decisions, you know, and like you did, it was really impressive how you'd really taken the time to, like, look in detail at a lot of other books, and it made the brief really nice and clear. So I think, yeah, definitely just sitting with some of those decisions, you know, and creating a really clear brief is really helpful as the designer. And then I loved that you also turned around the feedback really quickly, so we were able to when we needed to move fast, we could move fast. So yeah, I think just making yourself available, you know, to be able to make the revisions, because obviously, is, it's not just your timeline. It's not just my timeline, you know, we're working with publishers and when things need to be printed and back, you know, delivered to you. So yeah, I think just being really mindful and like, you were so planned. And it was, yeah, it made my life so easy. Feels so

Emma Lovell 21:46

new, so that way, well, we worked on the cover quite like, and I got the photo shoot done in May, and then we worked on the cover. And so, yes, as I say, it was funny going to the publisher, because they were like, we would usually sort of work with you on that and do like. But it was like, no, no, the cover is set now. Do the inside, and they're like, yes, you know. But even in terms of I'm freezing, in terms of thinking about future books, I do go to the cover first and some guidance. That was like, you know, you decide that later. But it's like, on the days where it's hard to write, it is nice to play with the book in some way. And so that from the day I committed to writing the book, I was working on the book in some way, shape or form. And whether that be, I did actually do some mock ups in Canva, like, whether that be, like, playing around in Canva on your cover, or, yeah, going and looking at other books to see how did they do their autobio, or how did did they do their back page? Or, Oh, I like those ignore, like I wrote my acknowledgement some days much because, yeah, it was like, what's it going to be like? You know, that's all visualizing. It's like, what's it going to be like when that person reads that or, oh, yeah, I do want to thank that person. I don't want to forget them at the 11th hour because I'm too busy making but what was interesting was that I think we had finished the cover in like, June or something, and then, but then come and I think I did say, but I probably didn't realize how much that once we got to near the printing stage, there were quite a few changes that needed to be made, just like, more sizes, right, and, like, maybe right, and all that sort of stuff. But it was like, we weren't done, like, yes, we've done, like, the, I guess the visual was done, but, you know, then that was where the publisher came in. They're like, you know, lease, we need this lease. We need that. We need it this way, the barcode. And I was like, well, that's, that's your

Speaker 1 23:36

Yeah, yeah. It was funny, because, like, I feel like, you know, on projects, we sort of, like, we put it in the that's in the done kind of box now. So it was funny, like, just sort of like dipping the toe back in there. But it was, yeah, it was such a great learning experience. So wouldn't change a thing. And, yeah, I loved, I loved working on it.

Emma Lovell 23:57

Appreciated. It's a cover I love, and I can say there were elements I would never have imagined, and, like, can't imagine it now without, but like, wouldn't, would never have, you know. And it was funny because we then ended up working on my website and overall brand, which is just a whole nother beast. And one of the funny things is, like, I kept saying with that we weren't quite getting the font rights for my logo, which is like, it's kind of it, and it's my name, so it was kind of but then, you know what's funny, after we finally decided on this, like, I was like, I really want a bold font. I really want a bold font. And we worked on it, and we kind of got there, and then I was like, oh my god, the font that I love is the book.

Speaker 1 24:36

Like, isn't that crazy? Yeah, just probably

Emma Lovell 24:39

taken that and,

Speaker 1 24:41

yeah, oh my gosh, wow, that shut up. I can't believe how, like, how similar that ended up feeling like,

Emma Lovell 24:49

but, and that was not a font that I chose. Like, you put that font there, and it's like, but then it goes, like, it's like, something like this, and it's something like that, and it's like, because it was in front of me the whole time, and people like, go. Gosh, I should have lowercase. And I was like, No, I don't want lowercase. It has to that's really harsh for you. And I was like, but I want that, and I see it bold, I'm just like, that's what I want, and it's what you gave me,

Speaker 1 25:15

knowing, like, you know how your namesake brand has ended up? Like, yeah, I can't imagine lower case now, like, I just feel like it just suits you so well, because it is bold and it's adventurous, and I loved that it was combining all of those elements along with that sort of, like, the elevated feel, I think you mentioned, like, Mont Blanc was a bit of a an influence, yeah. So it's very it's just, so you and I feel like it's, it's got that classic feel, so it's not going to date, which is what you

Emma Lovell 25:48

Yeah, but it's interesting because, like, like, we will, and this, you know, we said before about the book cover needing to be personal, anything to love it. But like, I think from sometimes, like, people who go through up like a more traditional publisher, it's more like, this is what a business book cover looks like. So, you know, and certainly like one of the formats. And you would think of like the book, let them like the big text letters style. And so you would think, yeah, you walk into a bookshop, you got this bold color, or the subtle art of not giving an F, you know, like, bold color, the words are very clear, so you could read it from a distance. And someone said to me, business book covers have words only. And I was like, that's not true, because bunch of and in terms of, like, the archetypes, and I've got this celebrity profile, those people have their photo on it. And one of the book covers I loved, a couple of book covers. I loved is like Marie Forleo and slide backs and they're on the cover, yeah? And they're both busiest business oriented books, yeah,

Speaker 1 26:48

absolutely. I don't think there's like, a rule as such. I know a lot of them you know are can just be sort of like text only. But I love seeing like the person you know, particularly when it is a business book and it's about your perspective. I like being perspective. I like being able to, sort of like, match the face to the to the author,

Emma Lovell 27:07

yes. And I like the bio photo. And I was sort of told, Well, you've already got your photo in the front. You wouldn't have your photo in the back, not by you. But again, industry like in a like, but I love knowing who the author is. And maybe I don't open the cover and I go, Oh, who's that? And while I'm reading about them, want to know who they are. Obviously, there's a lot of me in the book. But the other thing was that this isn't just a business book. It's travel as well. Travel had have people on them too. And need to have suitcase to go, like, it's got travel in it. And the stickers really go, it's travel. Oh, past travel.

Speaker 1 27:42

Yeah, it's like, instantly recognizable, which I love, yeah, they immediately know what we're there for, yeah.

Emma Lovell 27:48

So, you know, there's that dance of, like, meeting standards, or like, you know, like to meet to make sure you sort of are recognizes. Oh, I get this fits into this category. And then there's the personal, like, you want to love it and enjoy it and be stand by it and be proud of it. But then there's also the audience, and it's like, is the audience going to relate? Like, it's like, I might love rainbow unicorns, but like, did they want to see rainbow unicorns? Like, I mean, next time, but

Speaker 1 28:20

I like rainbow unicorns, so I feel like you're in good company.

Emma Lovell 28:26

Do that for funsies, but, you know, so there's like, you're, you're sort of managing these different things and the same rebrand of the overall Emma Lovell, it's like, yes, it's gotta be me, but it's also gotta speak to the audience that I want to speak to. So yes, there's elements in there that I love, but it's also like, what's someone going to again with that? Like, sparkly sequin, glittery, like I'm the sparkly sequin, glittery like that didn't need to be in the visual. So me coming to terms with that, and it is quite clean and, you know? It's like, oh, is it enough? Like, is it Yeah, but then the but then bringing in the photos and all, like, bringing all the pieces, and it's hard when you're working along, and you're like, essentially, maybe it's at one point you're only looking at a color, or you're only looking at a logo, or you're only looking at a photo, or you're like, and how is this all gonna

Speaker 1 29:21

sort of like come together. It can feel like quite disparate, sort of like, sort of like items at the time when you're building it. And it is a lot like, you can get really fixated on messaging, or, like, just the color palette, or just the thought the fonts that you're using. But yeah, like you said, I think it's this really intricate, sort of like walking the tightrope of has to feel authentic to you. But yes, we absolutely need to consider, like, who is the dream client, who's going to be buying this? And then, you know, making sure that it's appropriate for your industry as well. So I think we did that, yeah, beautifully, if I do say so myself, Yes,

Emma Lovell 29:57

yeah. And then, like you said, there's a, like, a bit of. In, not used to it, but like, and especially going from the book where, like you said, there's a very clear tangible that's finished, and the same tick done, once we got the book done, like, that's done, that's put to bed, where the brand is a bit living, breathing, and it goes across so many things, it's like, when is this done? And when are we when, you know, and it's just getting used to it, and it's kind of like, and because we were in it for so long, it's just like, Absolutely, and you're like, Oh, okay. And so just that, like, it's an adapt, it's an adapting and, you know, and now that I, yeah, you know, I haven't printed the business cards yet. And I was like, I messaged my OBM in India. And I was like, Oh, I remember why business cards was on my list. And I do know that I kept pushing it off, but it's because, especially, you know, like, they love giving business cards, but I don't really, but yet they love business cards. And I was like, oh, business cards. I was like, next time I go to India, we'll have the printed business cards.

Speaker 1 31:03

He's like, when you get them, I would love to keep one for my little, you know, brag book,

Emma Lovell 31:07

yes, yeah, they we got. They look fantastic. So it was a it was a big process, it was a long process. It was a new process. And it was Thank you.

Speaker 1 31:17

Oh, thank you. It was an absolute dream. And yeah, just loved helping you sort of do that, stepping into that next version or era of Emma Lovell.

Emma Lovell 31:29

And so what are you loving working on at the moment, who do you love working with?

Speaker 1 31:33

I'm really excited. I not sure if many people know, but I studied fashion design, and so I just actually got to do one of my first fashion brands designing their new branding. So that was really exciting. Sort of feels like a bit of a full circle moment, yeah, so I'm enjoying that, but I'm really, like, so grateful I just have a really diverse, sort of like range of clients. So I feel like, at the time, they all become, you know, my favorite baby, and it's, you know, it's so hard to choose favorites because, yeah, I don't want to hurt any of their feelings. I love all the brands I work on. These

Emma Lovell 32:11

are different and they're different profiles. And, like, you wouldn't, yeah, just like, you know what's what works for one person wouldn't work for another person. But that's the beauty, is that they should that should we should be able to see the difference.

Speaker 1 32:23

Yeah, 100% and I just love being able to help founders and business owners Elevate, you know, sort of like the way that they're able to communicate and showcase what it is that they do. Because I feel like you get into business because you either have a really good product or, you know, you offer a really great service. But sometimes finding the way to be able to communicate that and showcase that can feel really tricky if you're not necessarily, sort of like, you know, great in Canva, or you're not a creative like, in that sense of, you know, creativity. So it's been sort of like, I have always known I'd love just the creative side, but then also getting to help people elevate what they do. It's it's such a joy. I love it.

Emma Lovell 33:07

I like nine to see how much you love it, I'm going to give two bits of like recommendations for people who, if they're considering a rebrand or a branding exercise. My and you might disagree, but I would say don't do it if you're like, starting out the gate, because it is a big piece of work, and you potentially don't know who you are or who your business is yet. And that's very challenging, even with a very clear vision myself like that, there's just, it is such a big exercise. I mean, essentially, you could just, you know, the designer can just have free reign and create something, but if you really want it to reflect you in the business and what you're trying to do, I think you do need a bit of time with that.

Speaker 1 33:53

Yeah, I 100% agree. And it maybe sounds like a funny thing for a branding designer to say, but I really feel like in those first couple of years of business, you're learning, you know, am I serving the people that I thought were going to be my ideal clients? You know, is my service or my product going to evolve? And if you've really, sort of, like, gone to town on on, setting everything in stone, it can be a really costly and, you know, sort of frustrating exercise, particularly, you know, like, if it's you've had cars wrapped or you've had, you know, like, you know, those printed things that are, like, really costly to change. So yeah, I 100% agree with that advice. And

Emma Lovell 34:33

I would just also, like reflecting, and only kind of dawned on me when we were literally putting out the assets and, like, showing the world, what we've been working on, which, like, again, we had seen it all, and it was just like finally getting people to see it. But it was oh my gosh, like, no wonder this was such a big thing. It's because I've never done it, because I'd always my business has evolved, and I had had logos done, and I had some visual. Walls done, and I'd had my website done, but never like a full branding exercise. Yes, very different thing to getting your logo and a bit of colors done, and I loved what they did and suited me at the time, and all that sort of stuff is very different to really getting your brand message and doing this full branding exercise for the first rebranding, and I just didn't realize what it would be going through. And it was only once we were like, through it. I was like, Oh, no wonder.

35:32

Until you know,

Emma Lovell 35:34

done it. Yeah, anyone who's going through it, and I say just, it's just no way, two ways around it, like it's just a it's just a change. It's a new you are going to go through a process, and it's like going through growth, and you're going to have a relationship, you're in a relationship with this, and just to have some grace and patience, yeah, process, and, you know, it that it is just a big thing. And so I'm sort of like, it was only upon coming through it that I was reflecting, that I was like, no wonder

Speaker 1 36:06

I came across a great a great quote a couple of weeks ago. It said, before all great change, or all great change, is preceded by great chaos. And I just thought that is so, like, typical of the branding process, because it like you kind of from the outside, you're like, oh my god, this is going to be this beautiful, amazing thing. And you kind of think, like, it'll all go to plan. But life is life, right? And, you know, things happen. And, yeah, I guess you just have to kind of roll with the punches a little bit. And eventually you come out the other side and and then it's amazing, and you step into this new version of yourself. So

Emma Lovell 36:43

yeah, but when you see a fabulous brand out there in the world, and my fabulous brand and my fabulous cover and all the other things, please just know what that these people have worked on it, and it is so much more than colors and a logo like it is so much more than that, and the depth and the thought that has gone into it, so that you can experience it and get it and go, Wow, that's great. And I don't know why, but I love it, and I just feel drawn to it. That is big work. And credit to anyone who's gone through the process on either side of it, just kudos. Hats off. And I totally like, look at brands, and I'm like, great brand. Appreciate the work well done. Once you've

Speaker 1 37:24

done it, you like, yeah, you definitely have more appreciation. Like, every single element of that was, like, considered and designed,

Emma Lovell 37:31

it's huge, yeah, yeah, and yeah, it's, it's a big work. So thank you. Thank you. And my final question we will wrap up is, how do you live a life you love now?

Speaker 1 37:45

Oh, great question. I think I've been trying to get better at, sort of like, having some more boundaries in place, because I feel like, you know, I don't know if you can tell I work in my bedroom at the moment. So it's sort of like, you know, that distinction of like, when the day is over and when I shut the door can feel really challenging, because my computer's, like, right there within eyeshot. So, yeah, just trying to be more present. And just sort of like, I love something that you taught me actually was to try me a tourist in your own area. I think when you've grown up somewhere, it can feel like, you know, nothing's new, and you know, it's kind of old hat, but you know, it's been a bit of a challenging time recently. So I'm just trying to, like, enjoy where I live, and, like, find little ways to celebrate and sort of, yeah, show, show my son a great time in our in our backyard, and

Emma Lovell 38:42

you can, and I love that. And I think kids, I know you love the travel too. But you know, there's so many things that in your fabulous city, and you got some incredible museums, Brisbane, museums and parks. And, I mean, the ferry, I've never done the ferry. I think there's actually, yeah, the kid would be like, freaking delighted see four year old. Is such a great way to see the world, because it's just so delighted by the simplest things, or trying a new ice cream shop or something like that. And it, you know, so that could be such a it can be such a great way to travel in our own area, but also through their eyes. And I love that you're gonna learn. Thank you. Thank you for being here. Well done on your first podcast, and survived. Congratulations and I'll forever be thankfully you did a wonderful job.

39:34

Likewise. Thanks so much. Thank you

Emma Lovell 39:37

for listening, lovely one. I hope this has inspired you to dream big and start creating a life you love today. If you love what you're hearing, don't forget to follow and rate on Spotify and rate review and subscribe on iTunes. It helps other awesome people to find this podcast and get motivated and inspired as well. Want to stay connected, come and join the legal. Life You Love group on Facebook or connect with me on Instagram. Emma lovell.au the same as my website, but all the details are in the show notes. Lovely. I'll see you next episode for more inspiration, motivation and freedom, seeking. Now go out there and live a life you love. You.