Perspectives
A Year of Transformation, In Conversation With Our Founder Emily.
January 20, 2026
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
.gif)
Motherhood has stripped away the unnecessary. It has made time feel precious and focus non-negotiable. It has refined how I think about value — in brands, in businesses and in creative work. More attuned to what feels true, and what doesn’t.
Last year, we began sharing our Before & After brand transformations in the Stories journal — revealing brands as they were before our work together, and the shift that follows when clarity, intention and craft are applied. Not reinvention for its own sake, but evolution: a more confident visual language, sharper positioning and a stronger sense of self.
The transformations we share in our Before & After series are rooted in that long-held philosophy: clarity over noise, longevity over trend, meaning over surface.
Because most brands don’t need to become something else — they need to become themselves, more fully. The most powerful transformations aren’t loud or performative. They’re thoughtful, grounded and enduring. A return to essence. A shedding of what no longer fits.
The best kind of transformation comes from knowing your values, trusting your instincts, and recognising that the most meaningful work often emerges from seasons of change.
Journal
Perspectives
A year of transformation, In conversation
with our founder Emily.
Words By Emily Rachael
Journal
Perspectives
A year of transformation, In conversation
with our founder Emily.
Words By Emily Rachael
Credit:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Words By Emily Rachael
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Perspectives
A Year of Transformation, In Conversation With Our Founder Emily.
January 20, 2026
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Motherhood has stripped away the unnecessary. It has made time feel precious and focus non-negotiable. It has refined how I think about value — in brands, in businesses and in creative work. More attuned to what feels true, and what doesn’t.
Last year, we began sharing our Before & After brand transformations in the Stories journal — revealing brands as they were before our work together, and the shift that follows when clarity, intention and craft are applied. Not reinvention for its own sake, but evolution: a more confident visual language, sharper positioning and a stronger sense of self.
The transformations we share in our Before & After series are rooted in that long-held philosophy: clarity over noise, longevity over trend, meaning over surface.
Because most brands don’t need to become something else — they need to become themselves, more fully. The most powerful transformations aren’t loud or performative. They’re thoughtful, grounded and enduring. A return to essence. A shedding of what no longer fits.
The best kind of transformation comes from knowing your values, trusting your instincts, and recognising that the most meaningful work often emerges from seasons of change.
Perspectives
A Year of Transformation, In Conversation With Our Founder Emily.
January 20, 2026
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Perspectives
A Year of Transformation, In Conversation With Our Founder Emily.
January 20, 2026
Motherhood has stripped away the unnecessary. It has made time feel precious and focus non-negotiable. It has refined how I think about value — in brands, in businesses and in creative work. More attuned to what feels true, and what doesn’t.
Journal
Perspectives
A year of transformation, In conversation
with our founder Emily.
Journal
Perspectives
A year of transformation, In conversation
with our founder Emily.
Words By Emily Rachael
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Words By Emily Rachael
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Before:
After:
Motherhood has stripped away the unnecessary. It has made time feel precious and focus non-negotiable. It has refined how I think about value — in brands, in businesses and in creative work. More attuned to what feels true, and what doesn’t.
Before:
After:
Before:
After:
Journal
A year of transformation, In conversation
with our founder Emily.
Journal
Perspectives
A Year of Transformation, In Conversation With Our Founder Emily.
Words By Emily Rachael
Credit:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Words By Emily Rachael
Transformation has always been at the heart of what we do. But 2025 marked a personal transformation too. Last year, I became a mother — It was disorientating, grounding and expansive all at once. A reordering of priorities, a stretching of perspective and a recalibration of what matters, and why.
Motherhood has stripped away the unnecessary. It has made time feel precious and focus non-negotiable. It has refined how I think about value — in brands, in businesses and in creative work. More attuned to what feels true, and what doesn’t.
Last year, we began sharing our Before & After brand transformations in the Stories journal — revealing brands as they were before our work together, and the shift that follows when clarity, intention and craft are applied. Not reinvention for its own sake, but evolution: a more confident visual language, sharper positioning and a stronger sense of self.
The transformations we share in our Before & After series are rooted in that long-held philosophy: clarity over noise, longevity over trend, meaning over surface.
Because most brands don’t need to become something else — they need to become themselves, more fully. The most powerful transformations aren’t loud or performative. They’re thoughtful, grounded and enduring. A return to essence. A shedding of what no longer fits.
The best kind of transformation comes from knowing your values, trusting your instincts, and recognising that the most meaningful work often emerges from seasons of change.
