Emma Hands Design

Things behind the scenes have been shifting constantly over the past year. I’ve been working hard on a rebrand, giving my Tough Ti***es work a space of its own, so I can reclaim my name to delve into other creative areas.

I naively thought the rebrand would be done and dusted by now (hahaha!), but alas, the reality of working-mum life continues to delay the launch. It feels like 2 steps forward, 1.75 steps backwards. Progress is slow, but I keep inching forward.

Delving into what Tough Ti***es is as a brand, how I want it to show up and what it stands for has been hard. I knew it would be a lot of work, but digging deep into my values and beliefs has really been quite emotional (something I did not expect!).

I have felt so much (self imposed) pressure of I “should” be doing this or that. It “should” look like this, it “should” appeal to this type of person. Blah, blah, blah.

I was shoulding all over myself and it felt ick. I came across the above quote in The Ultimate Branding Checklist, and it stuck with me.

It also was a great little reminder to pick up The Crossroads of Should and Must book (amazing and beautiful book!). THEN, I was listening to the newest and they touched on the subject of “should”. I think the universe is having a good time smacking me in the face. Drop the Should and follow the Must.

Plus, I fu*king hate beige.

Artwork by me, quote by