It's been kind of a big secret, my new name. 

After almost giving up that I would ever dream up a name that I could love as much as photography, it came to me.  I rushed to write it down, before I forgot, and stared at the letters.  I was certain I would wake up the next day, and my elation would have faded.  The words would fall flat just as they had many times before and once again, I would wait for another name to come.  But the words didn't fall flat.  For weeks I played these words over and over, keeping them close to my chest, scared for the world to know and judge what I was not ready to share.  But then I was sure, and so it began.

I've been patient in practice, but not in emotion.  To say I have waited, is probably a better telling.  I am so happy to finally announce the launch of my new name and shiny new website - Of Fate and Chaos.

Why rename?

Whenever I mention that I'm renaming my business, people ask this question so I thought it was essential to cover.  When I named my business just a few short years ago, I didn't know what to call myself.  I didn't want to use my name - Willich - because while that is ME, it's really my husbands name.  I'm happy to wear it, but I wanted my business name to be something that was entirely my own.  So I turned to my internet handle that I had been using for years - Emma Fair.  That name has it's own story, but I'll save that for another day.  I found a font that felt modern and neutral, something unoffensive.

Under Emma Fair Photography, I experimented and evolved into something I couldn't have foreseen.  I grew, found my voice and my why, and now I have a name that represents all of that.

So... what does Of Fate and Chaos mean?

There are the things that are meant to be, the things that would always have happened because they were fated.  The moments that are a result of a story that you tell over many cups of coffee, eyes glistening, breath quickening from an overload of emotion.  You can feel it, when it happens, the moments you will always remember and cherish for the remainder of your days.  I felt it, the instant I fell in love with this boy (who is now my husband) and in the dim light of my tiny apartment, his bare chest against mine, I could feel our future in my bones.  The moment I held my first son, and I spoke his name that I had chosen years before we found out that we were pregnant.  I feel it, every time I wrap my fingers in my youngest son's blonde curls.  The world slows down and I can feel the past, the present, and the future all at once.  In these moments I know that I am exactly where I was always meant to be.

Then, there's the mess - the chaos - the beautiful, beautiful chaos that life throws our way. This is when adventure takes our hand and asks us to jump, with or without fear.  We are forced to open our hearts, grab on to what is most important, and put on our bravest face as we leap into the unknown chasing our dreams with intention.

I believe that everything in our lives is born of fate and chaos. 

Our most important moments in life are surely a blend of these two things.  The chaos brings you to your fate, and your fate often brings with it more chaos.  And so, we take heart and embrace the two because the beauty in life is not in perfection, but in the mess that is uniquely yours and will prove to be your legacy.

It should come as no surprise then that the core values of my business stand for:  chasing adventure,  embracing the chaos,  creative+raw+authentic storytelling,  allowing your heart to guide you to your fate,  and the importance of preserving your visual legacy.

Of Fate and Chaos is the way I approach each and every day, the way I cherish moments, the way I see the world.

What's different?  What happens to Emma Fair Photography?

I'm really the same sentimental, heart driven gal.  The only difference is that I now realize the importance of letting it drive my work.  I will still photograph weddings, intimate portraits, and families as I have been.  You'll be seeing much more of that as I've been saving tons (and tons) of blog posts for this launch.

Soon, will simply redirect to my new website, .  You can also still reach me at my old email address ( or email me at my new email (

Huh?  Free stuff!

There are some fun things I have been planning to giveaway in the next week over social media.  You can still follow my personal account on IG @emmafair but the giveaway announcements will be made through OFAC's business Instagram @fateandchaos and Facebook page

Last, but certainly not least...

I want to express my sincerest thanks to Alejandro Gómez for putting up with me and going through alllllllllll of my notes and comments to create my brand design.  Another thank you to Megan Gielow of MorningWild Photography.  Without your mentorship, guidance, and friendship I would never be this ready.  Lastly, to my little chickens and the boy - my darling family.  Thank you for going on this adventure with me.  You are my why, forever and ever.