Kate Emma | Blog

Logo Concepts | Wonderlust

Wonderlust has been on the back-burner to make room of other clients and projects recently, but in my spare time I’ve been collecting inspiration for the visual identity of the brand. InVision will be playing a large role in this project. In these early stages I have a board going for UI, colour, and typography and later on I’ll be creating clickable prototypes. I can’t stress enough how much I love their platform!

Today I spent a little time making digital sketches of my two favourite pen and paper sketches for the Wonderlust logo. I’m leaning towards the concept on the right. Though I really liked the concept on the left on paper, it didn’t transfer as well to digital. I may spend a little more time exploring variations just to be sure. My only complaint about the concept on the right is that it looks a bit like an octopus. But, considering I said that my brand would be a clever octopus if it were an animal, it’s not a bad thing for it to resemble! It also started to help the appearance a bit when I made the sides of the W taller (bottom right).




I’ll be back soon with some refined logo work and wireframed user flows!

Written by Kate

March 5th, 2016 at 10:52 am

no comments

Use Cases and User Journeys | Wonderlust

“The Young Professional”: Hannah has just arrived in San Francisco and isn’t sure where to go first. She loves art and wants some interesting suggestions for areas of the city with museums, outdoor installations or murals.

User Journey Outline:



“The Working Mom”: Tanya is with her family in Montreal at the Notre-Dame Basilica. Her kids have questions after question, as usual, and she needs quick answers as well as additional fun facts.

User Journey Outline:




“The Retiree”: Tom and his wife are leaving tomorrow for Barcelona where he knows 1) there will be a lot of great architecture to see and learn about and 2)he won’t have immediate access to Internet 24/7. He wants to download a city map and the information he’ll need before he leaves and make sure he knows how to access it when he’s out and about.

User Journey Outline:


I had a lot of questions and realisations come up during this exercise, as can be expected.

  1. The original idea for the app incorporated an augmented reality view so the user could see facts appear on their screen in real time as they scanned over points of interest with their phones from their point of view. Is this going to be the best functionality?
  2. What are the key functionalities?
    • Recognise/understand where user is
    • Know key places of interest around user
    • Offer key facts about location/point of interest selected by user
    • Volunteer information or key facts or places of interest (push notification)
    • Search for, download and save city maps
  3. What are the key homepage features/features user needs easy access to?
    • Augmented view for facts
    • Search for and save a map
    • Access saved maps to load
    • Search for places of interest
      • sort of a secondary feature I hadn’t planned before but will be useful for users
  4. What does the homepage look like? How will the app open?
    • Does it launch into augmented view mode?
    • Or are their options for the user like to search for places of interest or maps to pre-save
    • If it launches with augmented view, user will need an option to exit and access other feature
  5. Upon first launch, app will need permission to:
    • access camera
    • access location
    • send notifications

Written by Kate

February 15th, 2016 at 9:38 am

no comments

Defining Brand Personality | Wonderlust

To begin to get an idea of the personality of Wonderlust, I filled out the 4 page ‘Define Your Brand Personality’ worksheet I give to my own clients. Whether I’m helping with a re-brand or establishing a new brand, it’s a really helpful process for the client to get to know their business and really think about who they are. This worksheet is meant to be referenced throughout the branding process and, really, when any design, or even business, decisions are being made.

I wanted to share two of the sections which I think help most with determining personality:

personality1 personality2.1 personality2.2


Key takeaway: I want the app to be helpful but not intrusive. When designing the experience, it will be crucial to keep in mind that my users should be enjoying their real life experience, not glued to their phones. If the app is going to offer push notification suggestions, they need to be subtle and occasional nudges that are relevant. Not annoying and constant. Wonderlust is being designed to be there when you need it, but also work to your benefit by keeping you in-the-know so you don’t miss out on something great. It’s a fine line.

Written by Kate

February 12th, 2016 at 5:15 pm

no comments

User Personas | Wonderlust

Here they are, my 3 main users of the Wonderlust app.




Based on these personas, the major functionalities of the app, and the use cases I will focus on will be, will be:

  • Filter by interest to discover new places of interest as well as offer suggestions based on (learned?) interests and/or current location (Hannah)
  • Quickly offer facts based on location (Tanya)
  • Searching for, downloading and saving a city map before travelling (Tom)

Next up I’ll work on defining the brand, refine some sketched ideas I have for the logo, and expand upon the use cases mentioned above to begin work on the user journeys (not necessarily in that order).


PS- some useful resources worth sharing:

  1. Printable wireframe sketch sheets for Apple devices by Tony Thomas
  2. UI Tiles by Pixel Buddha (for Ai, PSD, and Sketch!)

Written by Kate

February 10th, 2016 at 2:21 pm

no comments


(working title I am probably already too attached to to change)

So here it is, the project. A mobile app for curious travellers.

Background: When 4 friends came to visit me in London, we played tourist for 3 days, each day draining my phone of battery and my mobile account of data by lunchtime through countless google searches. With so many people constantly asking questions about the areas we were in and the buildings we were seeing, I asked myself ‘wouldn’t it be nice to have a digital map of London where I could click on an area or landmark and be presented with the facts? And wouldn’t it be even better if I could pre-load that map so I wasn’t eating up data every time I had a question?’


This is where the project begins: the complete overview, pre-analysation, no being practical about what is achievable. That all comes later. I hope you’ll join me in developing the UX, UI and brand of Wonderlust! Next up, I’ll evaluate my user tasks and use cases to determine the functionality of the app. My main questions will be:

•What would people be doing when they come to use this app?

•What are the needs and goals of the user when using the app?

•What is the most important function of the app in the context of user needs?

So, what other questions would you ask to start determining the functionality of the app? Would you create user personas first? Or would you want to attempt to offer some solutions to the problem (the reason the app is being created) first?

*disclaimer: We did not think the Mariana Trench was in London. We just like asking questions.

Written by Kate

January 9th, 2016 at 9:20 pm

no comments

In the past year…

Things have been busy since I last posted in July of 2014. Since then I’ve been sailing in Croatia, worked for an exciting branding studio in San Francisco, added new clients to my design and photography portfolios such as Lululemon, Do Something Cool, and CookBrite, art directed Plum Organics first national print campaign, ran away to Switzerland, then France, then England for the Spring, planned, filmed and released my first class on Skillshare, had work from my master’s published in a textbook in France, and worked on a farm in Tuscany.

Now, as I’m about to pack my bags for a wedding in Spain, I have to say, all in all, it has been an excellent year. And one especially good for returning to freelancing. The joy of being a creative professional means that sometimes you get to step away from a full-time studio position, see the world, and work on passion projects or for clients you wouldn’t normally see in a studio experience. However, there comes a time when one starts to miss the buzz of creative minds around them. I’ve made the decision it’s time to return to life amongst other designers.

But, until I find my new dream studio job, I thought I’d use the awesome power of the Internet to connect with my fellow comrades. When I started this blog 5 or so years ago, I vaguely remember wanting it to be a place of inspiration, not just somewhere to show off my work. Hopefully I’ve done both (but probably did a better job at the latter). As I re-start my blog (if it lasts beyond this post) I hope to do more inspiring, share more of my process, and hopefully get feedback, trade resources and learn more about what others are doing, reading, and looking at for inspiration. This will first be in the form of an idea I had for an app about 2 years ago (better late than never) and I will attempt to post a series sharing my process of experience design and invite your feedback on the process.

So, first question is: What are your favourite resources for experience and service design? I’m currently reading and loving Change by Design by Tim Brown (of IDEO) and revisiting this Ted Talk by Don Norman from 2003.

Written by Kate

December 29th, 2015 at 1:15 pm

no comments

Summer Desserts from Foodie.com

A few months ago I had the privilege of having my short film ‘Paella‘ featured on Mode Media’s mobile app, FoodieTV. Mode has recently launched FoodieTV’s web counterpart, Foodie.com, a website I have been describing to friends as ‘the Pinterest of food’.

This weekend I put together my first recipe board and tried out one of the recipes on it. Check out what I made then head over to Foodie.com and starting collecting recipes of your own.

Check out 13 Desserts to Cool Down and Heat Up this Summer

by Kate Weybret at Foodie.com

by Liz at whatdresscodeblog.com


  • 1 container puff pastry, defrosted per the container’s instructions
  • 1/2 pound strawberries, thinly sliced
  • 1/2 cup blueberries, halved
  • 1 wedge Brie, thinly sliced
  • 2 tablespoons melted butter

Full recipe here

*I found a little balsamic glaze compliments these pastries nicely! Worth a try.

Brie and Berry Pastry 1

Brie and Berry Pastry 2

Brie and Berry Pastry 3

Brie and Berry Pastry 4

Brie and Berry Pastry 5


This post is sponsored by Foodie.com

Written by Kate

July 30th, 2014 at 10:00 am

no comments

Personal Branding: Self Promo






Just thought I’d share a project from my personal brand. This is a promo piece I sent out to design studios in San Francisco and it helped me land my current position. Each mailer (A5 and bound with oversized rubber bands) included my CV/resume and was personalised with a cover letter to each studio and two projects I felt would appeal to that particular studio.

Written by Kate

June 12th, 2014 at 5:17 am

no comments

Hyde Park

On one of the gorgeous summer days London had this year, a friend asked me how we get anything done in California. I told him we take the sun for granted because it’s shining all the time. I may go so far as to say this summer was the best I’ve ever experienced because I truly made an effort to enjoy every sunny day. These images were taken on one of those brilliant summer days in Hyde Park this past July.












Written by Kate

November 16th, 2013 at 11:32 pm

no comments


logo-03My MA final project is live on my website. Click here to check it out. More pictures to follow our final show. If you’re in London, please check it out at London College of Communications from Nov. 29-Dec. 6

Written by Kate

November 15th, 2013 at 11:41 am

no comments