I loved today's podcast chat and something I've been thinking about a lot recently is how so many of us creatives and business owners have these similar human experiences that we all have to go through. I think it is so powerful when we share those experiences openly and vulnerably.

Today on the podcast, I am chatting to Emmi Salonen, who is a designer, artist, speaker and author of the amazing new book, The Creative Wellbeing Handbook. Emmi founded Studio EMMI in 2005 and has over 20 years of experience in the industry.

In this episode, we talk all about the lessons she has learned as a creative, including her personal journey through burnout and taking a year-long sabbatical. Emmi has chatted to hundreds of other creatives about their struggles, and she shares those insights alongside practical exercises to help nurture your creativity. It was a gorgeous conversation full of little gems that I am definitely going to implement in my own practice!

Key Takeaways:

• Creativity needs a pause: Emmi discusses the concept of the "Creative Ecosystem" and how vital it is to nurture different areas of your life—like connection, wonder, and rest—to sustain your creativity.
• You are not alone in self-doubt: Emmi's research found that 87% of creatives struggle with feeling "not good enough". We discuss how important it is to vocalise these feelings rather than internalise them.
• The power of a 'Solo Day': One of my favourite exercises from the book is the 'Solo Day' (or Emmi Day)—taking guilt-free time alone to do exactly what you want, whether that's visiting a gallery or just pottering around the house, to let ideas percolate.
• Financial stability protects creativity: We talk about the tension between passion and finance, and why having a financial buffer (if possible) is crucial for weathering dry spells or allowing for creative breaks.
• Slow design vs. industry speed: Emmi highlights the pressure to deliver ideas instantly and why she now factors in a "percolation period" at the start of projects to allow ideas to properly form.

Episode Highlights:

• 02:00 – Emmi shares her background working in studios in Italy, New York and London before setting up Studio EMMI 20 years ago.
• 06:30 – The story behind her book: How a severe burnout led to a year off and a deep dive into creative wellbeing.
• 12:00 – The three biggest challenges creatives face today, including balancing finances and the pressure of instant idea generation.
• 21:00 – How Emmi practically managed to take a year-long sabbatical (and how Stefan Sagmeister does it every seven years).
• 23:00 – Practical exercises from The Creative Wellbeing Handbook, including the 'Solo Day' and 'Craft Club'.
• 32:00 – Emmi's perspective on AI: Using it as a tool while protecting human creativity and kindness.

About The Guest:

Emmi Salonen is a Finnish graphic designer and the founder of Studio EMMI, a London-based design practice established in 2005. She is the author of The Creative Wellbeing Handbook, a guide designed to help creatives navigate the ups and downs of their practice.

You can find more about Emmi's work at emmi.co.uk and explore resources for the book at creativeecosystem.org

I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode!

This episode was written and recorded by me and produced by Lucy Lucraft lucylucraft.co.uk

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