The ‘Effem’ Story

Effem, the idea, took shape during 2002 and finally became a reality in February 2003.  After a 16 year career in a formal scientific community I felt it was time to try a few new things, broaden my horizons and try flying solo.

Effem, the name, happened by accident and in desperation! I tried in vain to develop a name and logo for my new venture that reflected something of the nature of my endeavours but couldn’t quite come up with the goods.  So instead, I simply crafted my initials into a phonetic monogram! Thus Frances Marston became Effem. However, for formal business purposes, the ‘Effem’ is just a decorative graphic and I trade under my own name.

The thematic bluebell design reflects my sense of place and belonging in the geographic region of the ACT and surrounds - the bluebell (Wahlenbergia gloriosa) is the ACT floral embem.