Q&A with our Jr. Art Director Emma

She is the perfect person to tell you the story behind our newest collection, Carnival of Curiosities. From the first spark to the finished collection, Emma knows how to bring a new story to life. Her stories aren’t told in words, but in product sketches, funny fabrics lying around the office, huge mood boards and sweets from faraway countries.

A story best told in her own words.

1. Where do you find inspiration for mood boards?

In so many places. I think mostly while travelling, going on shopping trips and visiting new cities or countries. I would be lying if I said I didn’t scroll through Instagram and Pinterest too. When you work for a commercial creative company, you have deadlines and need to deliver, so the internet can be a very quick and helpful source of inspiration.

But travelling is when I feel a completely new energy. Unexpected colour combinations, patterns, beautiful shop interiors, meeting new people or even trying new foods can inspire me to look at something in a different way.

2. What was the first little spark that started the Carnival of Curiosities story?

Honestly, it started when the collection became a wonderful mix of items, animals and all kinds of different things we had chosen to include. I remember thinking: how are we going to bring all of this together and tell one story?

Our marketing, design and sales teams are based in Amsterdam, while the other half of the company is based in Limburg, where celebrating carnival every year is serious business. So the collection is also a little wink to that. And, of course, Carnival of Curiosities feels fun, playful and a little unexpected. We love to celebrate at Doing Goods, so it felt perfect.

3. What is one thing you always have on your Doing Goods mood board?

Creating a mood board always starts very intuitively for me. I begin by saving lots of images that make me feel something, and then I start bringing my favourites together.

I always make sure the mood board includes inspiration for different creative outputs, such as typography, colour combinations, materials and interiors that I think fit the new collection. That way, all our teams can use it from our graphic designers and social media and marketing teams to our e-commerce colleagues.

4. How do you translate the mood board into actual products and materials?

At Doing Goods, we actually do it the other way around: we start with the collection and then build a world around it. But we always make sure there are at least six or seven
pieces that really represent the theme.

For example, if we love horses and apples, we make sure there are several designs inspired by those elements. We always try to create products that make us happy and spark a little joy and then turn that feeling into a complete visual world.

5. What moment of creating a new collection feels most inspiring to you creatively?

For me, it is 100% the very beginning, when we have almost nothing yet. We go treasure hunting in India or Paris, collect inspiration and start designing whatever we fall in love with.

Creating a dreamlike world around those first ideas is my favourite part. We work more than a year ahead, so by the time a collection is launched, my mind is often already three collections further. It can feel funny to revisit something that is brand-new to everyone else, but it is also really special to finally see it enter the world and watch people discover what we have been secretly working on for so long.

I always hope people will love it as much as we do and can step into that happy world for a little while.

6. What is your favourite detail or goodie from Carnival of Curiosities, and why?

I really love the design of the campaign title. It was completely handmade: we cut the glass, created a mosaic-like design, added glitter and then brought everything together in Photoshop.

I think it perfectly shows the love and attention to detail that we try to put into everything we do. It also makes me very happy and proud of our talented team, who can take an idea like this and bring it to life in the best possible way.

7. What do you do when you find yourself in a creative rut?

Oof, it definitely happens sometimes. The first thing I do is make myself a cup of coffee and try to clear my head by sitting quietly and thinking for a while.

AI can also be a very helpful tool when I get stuck in the creative process. It feels like a new and endless world of possibilities, which I love, although I don’t want to rely on it too much. Brainstorming with our creative team is still my favourite way to find new ideas. I get to work with young, passionate colleagues who can bring a completely fresh perspective to something which is especially helpful now that I’m turning 30 haha!

As Emma knows all too well, there’s never a dull moment at Doing Goods. There’s always something curious around the corner, and usually something a little unexpected too. Just the way we like it. Discover the handmade treasures of Carnival of Curiosities and find a new favourite to take home.