I love working with Emily Roche. She’s whip-smart, decisive, and has a great sense of humor and a laugh to match. Our shared Massachusetts roots and passion for kitsch bonded us immediately and our mutual respect and appreciation have kept us working together for the past few years.
Over the winter, Emily wrote to me to let me know she was registering an LLC with a name inspired by Little Edie and needed a logo. I’ll let her tell the story because she’s the writer, but needless to say, as someone who creeps past Grey Gardens every time I visit The Hamptons, I jumped at the chance and could not be more thrilled with the result!
As told to me by Emily:
“All freelancers know you have to invest in yourself whenever you can. Last year I had a good year and decided to form an LLC for my business. Forming an LLC is a strange process in New York. In addition to filing usual paperwork, you have to fulfill an old-fashioned requirement and advertise your LLC in print publications for a few weeks. That alone made me want to choose a unique name for my LLC. One night while doing dishes inspiration hit and the voices spoke: ‘The name of your LLC will be Staunch Lady Content.’
“Voila! I had it: a name not only flexible to handle whatever writing-inspired work I do in the future but more important, a name wrapped around a secret handshake that will make those in the know smile for days. Fashion icon, sunbather, truth-teller, and no one’s housekeeper, Little Edie is one of my patron saints. Apart from the hoarding issues (which were probably more Big Edie’s problem), I’m convinced she’d be a natural at content strategy. In content strategy you have to deal with a lot of strange circumstances that are beyond all reason and totally out of your control. You need to manage a lot of moving pieces and strong personalities with laughter and class. You need to be, you guessed it, a a s-t-a-u-n-c-h character. And so Staunch Lady Content LLC was born.
“Only Cody could whip up a brand identity for Staunch Lady Content. When we met in January to do some 2019 planning it was freakishly warm, so I wore my Little Edie leggings that I bought in Ptown for some inspiration. That was all she needed. A few weeks later she emailed me the logo, and I was knocked out. Of course it was fabulous (I mean, just look at it!!!), but it also seamlessly translates into the original brand identity Cody created for me a couple of years ago. I’m still in the early phases of figuring out how my LLC will take shape, but I can’t wait to see where Cody and I go with it. I’m beyond thrilled to have all the building blocks in place that I’m sure would make Little Edie proud.
“PS – I bought the leggings at House of La Rue, and they have a sister location in the Lower East Side, go see what’s in store!”
Once you’ve had the chance to pick up a pair of leggings, check out Emily’s website at emilyroche.com.
To create our Staunch Lady logo, I used the shapes from her logo, each one representing one of her services—messaging, writing, and content strategy—and transformed them into the shape of a scarf. And I can’t imagine a better costume for the day!