FOOTNOTES

Behind The Design

The font itself was chosen for its balance between both serif and sans serif characters - resembling both classic nostalgia and more young play. The entire brand is inspired by “all the little things” (the first looks, short poems, little baby shoes, the warn sunlight in the morning, old car radios), and the lowercase “emma knutson” is an ode to that stripped down, soft, every-day kind of moment. A period sits at the end of “emma knutson.” for the same reason a period sits at the end of a sentence - to represent completion... Emma is documenting moments of people’s lives that make them feel complete (whether it’s a wedding between two partners that complete each other or a family session with a newborn that completed his/her family).

And lastly, the two “mm”’s in “emma” are combined into one - this is designed as an ode to a signature, almost like when Emma writes her name really fast and the two m’s mush together - created to feel unique to her, signed by her, and as a tie-in to the rest of the “hand-written” elements throughout the brand story.

FOOTNOTES

Inspired By

first looks with grandparents, short and sweet poems, journaling, crochet baby shoes, collected postcards, warm sunlight in the morning, cuddles on the couch, passed down family traditions, little hand-written notes, old car radios, a baby’s first steps, elementary school sweethearts