A Visit With // Emma Robertson
If you’re seeking an inspiring mood board, look no further than graphic designer, art director, stylist, author, and model instagrammer Emma Roberston, aka @emmadime. Following design internships during college at Teen Vogue and Conde Nast, the Texas native took a year off, working as a bicycle tour guide in Paris. Finally landing in San Francisco, she has made a name for herself designing websites, books, cards, and more for San Francisco’s fellow local talent. Minute design moments like neon pink edging on a crisp white business card reveal Roberston’s signature attention to detail and impeccable instinct for color.
Adding to her laundry list of talents, last year Robertson was tapped by the most design-savvy publisher around—Chronicle Books—to write a book about her swoon-worthy knitting creations.
The Bay Area Jane of all trades recently invited us into her beautiful light-filled studio in Jack London Square, Oakland’s waterfront warehouse district. Combining the warm charm of Southern hospitality and the talented hand of a left-coast-minded designer, Robertson and her lovely studio will inspire even the most DIY-challenged of us all to start a project of our own (one knitting needle at a time!).
Tell us about what you do!
My full time job is freelance graphic design, specializing in branding and art direction for small businesses. This ranges from designing their logo and marketing materials to implementing their online presence and brand strategy. Alongside graphic design, I’ve explored other creative fields, one of them being knitwear design. I recently published my first book, Knitting By Design, with San Francisco based publisher, Chronicle Books. This opportunity revealed itself in response to my personal exploration of knitwear in fashion. I design, knit, and style under the name Emmadime: Knitted.
What led you to graphic design?
I’ve always been moving towards a creatively driven life and career. Right out of the gate, I was naturally drawn to it all. Even though I only took one art class in high class, getting a degree in fine art seemed to be the most obvious next step. Graphic design would be the smartest way for me to work in a creative field and be able to truly provide for myself. Upon graduating from college, I moved to the San Francisco bay area and started applying for positions in art departments and studios. I had zero luck and was left feeling incredibly deflated - I basically started freelancing out of desperation. Thankfully, that negative experience and desperation turned into my dream job! I am so happy that I chose the route of freelancing. It has its ups & downs ( as does everything ) but at the end of the day – I feel proud that I am running the show and making it happen. I am a business owner, a boss, an accountant, a designer, an assistant… the list goes on! It all falls on my shoulders and I enjoy the challenge.
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Tell us about how your personal love of knitting turned into a book.
Editor Lisa Tauber approached me about a look-book I styled a couple of years ago. It was a personal project I put together that showcased a few small knitted pieces. She thought it had a fresh and fashionable approach, compared to a lot of the knitting books out right now, and wanted to explore this more. After discussing a potential concept, we decided to tackle an entire craft book together!
I worked with Chronicle Books for over a year on my book Knitting By Design. It pushed me to take my knitting to the next level and truly design pieces that young fashionable women would want to incorporate into their wardrobe. There are 15 projects that provide a diverse range for any knitter, from small accessories to more involved garments.
How would you describe your design aesthetic?
If I could describe it in three words, I would say: colorful, clean, and youthful.
Day to day, where do you find inspiration?
Pinterest is always great for a quick boost of creative energy but I prefer to look at actual design focused websites and work when pulling specifically for design projects. Dribbble.com has become a new favorite of mine. It allows me to take a peek at what all of my peers are working on, leaving me feeling inspired and challenged by their designs and work ethic. I also love to read interviews with designers, artists, and entrepreneurs!
What is the most exciting project you worked on last year?
I truly enjoyed working with Hoboken Coffee Roasters in Guthrie Oklahoma. I went to college with the owners, Trey & Mallory, and was so excited when they reached out to me about their young business. They are a very passionate, hard working, and uplifting couple. They were always positive, great at communicating, and had such vision for what they wanted. They took the logo that we created and made it come alive through their signage, packaging, everything! I’ve never had my work become so tangible. It made me want to work on more projects that allow the artwork to be used outside of a computer screen!
What new projects are you working on now?
A promotional book for a photographer friend of mine, Eva Kolenko. I also just met with the owners of Oakland Surf Club to talk about a logo project. They are adding children’s clothing to their shop and want to create a new mark for their “mini” addition. Both of these clients are good friends of mine - I love that I’ve been given the opportunity to work them.
-Chloe Roth
chloeroth.com
