I’ll Know It When I See It is a studio based in Vancouver, British Columbia, Canada. We create sweet and slightly snarky paper goods such greeting cards, calendars, prints, notebooks, notepads and more. We also specialize in wedding stationery for soon-to-be-marrieds who demand, and deserve, something better than typical.
So, who’s ‘we’? It’s us! Christine Chee + Cassie Leung. People ask us all the time if we’re sisters (we’re not). In design school (where we met), teachers mixed us up constantly. Fair enough, we really are two peas in the same design pod. Sometimes, it’s like we share the same brain, which is handy for designing and running a business together.
We started our studio because we had a hard time finding greeting cards we were excited to give. Lots were too sappy and girly. Many weren’t funny. Like the three little bears, they just weren’t quite right (for us). So we set out to create our own and trusted there would be others out there who, like us, wanted something different.
We combine clean and modern design that’s typographically driven with our snarky and sarcastic perspective on life. Sometimes we do sweet, too. Truly, at the heart of every creation is a little piece of us, and we hope that our products are the answer to any shopper who, when asked what they’re looking for, say, “I’ll know it when I see it”.
“I love working with my hands — so I started exploring print and 3D design outside of my full-time job a few years back. When I go shopping with friends, they stare at shoes, but I stare at shoe patterns AND colour. And when I realized that, I knew design was my calling.
It’s rewarding to make people excited about something they don’t have a passion for. I mean, who’s passionate about greeting cards and wedding invites anyway? But to design something that makes them laugh, think, or feel good, means we’ve done our job in producing something memorable.” — Christine
“For me, this studio has been years in the making. In elementary school, I made my own birthday cards. In an effort to make them extra professional, I asked the teacher’s assistant to laminate them for me. I even put a copyright symbol with my name on the back of each one! Fast forward 20 something years I’m still making cards but this time not just for my friends, but hopefully for everyone else’s friends and family too.
To be able to do something I really enjoy, and on my terms, is what so many people strive for. I didn’t plan for this but starting and growing this business has been immensely rewarding. I’m incredibly thankful and wouldn’t want it any other way.” — Cassie