The Evolution of a Brand -

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The Evolution of a Brand

October 27, 2016

If you’ve followed the blog since the inception in 2004 then you’ve definitely seen the evolution of my business and brand. As my business has moved from my first home, to our current home, then a artist’s cottage/co-op to our new shoppe and studio, we have continued to refine the logo and design elements. It’s funny how some things change, while others stay the same. What remains are classic elements with a modern twist. That basically explains my entire design aesthetic. I love to make old traditions and classic elements new again with a signature twist for the modern-day client. Looking back to 2013 when I made the transition from my pre-marriage business name, Emma J Design, to Emily McCarthy, I revealed the new logo here. Now that we have opened the Shoppe and explored the many avenues of packaging options, product assortments and client experience, the brand has officially arrived to this beautiful place, in which I have never been so proud. This has never felt more like me, more like our clients and more like the business that is growing exponentially every single day. I am so so grateful to be able to design what I love and witness the passion our clients have for the very same things.

I thought it was apropos to officially update our brand style guide and also share a few ways that we have incorporated these elements to our first retail location.

Emily McCarthy Style Guide


I’ve spent many years designing retail branding for the most fabulous boutiques, and in April, I was able to bring my own vision to life with my first brick and mortar. I applied this concept by adding small touches of my logo throughout the space – notice that our signature greek key pattern (made of the logo on repeat) is used on everything from the fabric on our drapes to the metal panels on the checkout, as well as on tablecloths, trims and borders on packaging. We incorporated the logo subliminally into every aspect of the store without making it too obvious or overly dramatic.


Note how we incorporated our logo on the laser-cut panels at checkout, on our bar cart and on our console table (in collaboration with Taylor Burke Home)…


…on the bar stools at the design bar…
…on our tablecloths…
…ribbons and tags…
…stickers and boxes…
…and, of course, our storefront!


Emily McCarthy
( or for more information on branding services)

****Photography by Kelli Boyd

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