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Meredith Wolf

@mywolfdesign

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Eight years of giving the advice nobody else will
Brand + websites
therapists · medspas · interior designers · wellness
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MWD turns 8 this month, and everything is 15% off until October 23 at 4pm ET. Eight years and 200+ clients in, my favourite projects are still the ones where someone’s business outgrew their brand and we got to catch it up. If that’s you, this is the window. Custom branding, websites, copy, photography and SEO all count. Book a call through the link in my bio or DM “Anniversary” and let’s chat about your goals. Templates and brand kits are 15% off too with code MWD-ANNI15 at checkout. I thought about throwing a party. This felt more useful, and nobody has to see my kitchen. ;) taken in Cambridge, Ontario by @mywolfdesign
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3 days ago
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Give someone a reason to pick you over the person down the street, and remember you after. Marketing puts that reason in front of the right people. AI is built to do the opposite. It gives you the most likely answer, which means the average of everything it’s ever seen, including every competitor you have. That’s why every one of these (I made them all with it this week) feels like the same business in a different colour. So you’re using the tool to stand out, and it’s quietly making you blend in. I use it every day, so I’m not telling you to stop! I just wouldn’t let it make the one thing that’s supposed to make you different. That part needs a person who knows your business and has an opinion about it. In its defence, it’s very legible. 🙄 (that is sarcasm) taken in Toronto Ontario Canada by @mywolfdesign
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2 days ago
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A friend who took the same course was using it for something small last week and it quietly switched everything to British English. She didn’t ask it to. It just decided. That’s the version you catch. Imagine the ones you don’t. And they are there... Every. Single. Time. taken in Toronto Ontario Canada by @mywolfdesign
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2 days ago
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It's a complex process. by @mywolfdesign
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3 days ago
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You’re using a machine built to find the average to make the thing that can’t be average. And I don’t mean it’s bad at it. I mean the machine is built to do the opposite. AI works by predicting the most likely next thing. That’s the whole mechanism. So when you ask for a logo, a flyer, a tagline, a caption, it gives you the most likely one. The most predictable version that exists. Mathematically the middle of everything it has ever seen, including every competitor you have. Now hold that against what a brand is ACTUALLY for. Branding exists because at some point there were two shops selling the same thing and one of them needed a reason to be chosen. That’s it. That’s the whole discipline. Every decision in it is about being the unlikely choice, on purpose, for a reason. So you’ve got a tool whose core function is “be typical” doing a job whose core function is “don’t be.” I get why you’re using it! It’s free, it’s instant, and honestly it probably is better than what you’d have made yourself in Canva at 11pm. That’s a real improvement and it feels like progress. It isn’t progress though. It’s movement toward the middle, which is the one direction that costs you. The middle is now the entry point. Because here’s where it actually bites. When nobody can tell you apart, the only thing left to compare is price. That’s it. That’s the whole game after that. And it’s happening to entire categories at once. Everyone in your industry using the same tool, converging on the same output, all of it flattening into one indistinguishable thing. Even if you “win” with it, you’ve won inside a category nobody can navigate anymore. You’re brilliant at your thing. That’s exactly why you’re not also a designer, and why people spend years learning to make the unlikely decision well. I use AI every day, by the way. That’s how I know what it can’t do. taken in Toronto Ontario Canada by @mywolfdesign
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4 days ago
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We beat our time by a minute but I was the slowest I’ve been all year. I went into this one properly nervous. I trained at 100% but 100% is not what it was a year ago. I even spent the week leading up to it not sure what the race was even for. Finish it? Beat our last time? I needed a reason. Turns out I still wanted the time. So Mike said fine, let me take on more so I can hold a decent running pace. And that’s what we did resulting in a PB. Every race you walk away with different reminders, lessons and goals. This one was a reminder that teamwork is knowing when someone isn’t at their best and stepping up what you can’t carry. That isn’t a failure, it’s just what a team is. I’m not even sure I can confidently say a new PB was the best part of this weekend. My phone has never been that busy. Not even birthdays. People tracking each other on RoxFit, messages all weekend, people coming downtown for the whole thing just to cheer. Every one of these I walk away with something different. This time it was the people. We hit the jackpot on that. taken in Toronto Ontario Canada by @mywolfdesign
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5 days ago
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Simple and minimal is a brand direction, not a conversation about what the website needs to do. Two different decisions, and plenty of the best sites we've built are simple. It just wasn't the thing that made them work. by @mywolfdesign
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8 days ago
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We didn't build based on the Pinterest board Holly sent us. The strategy said stand out, don't look like every other therapist, be the one people remember. (Brand designer's dream!) The board was sage green, neutrals and traditional leaves. Lovely! But also exactly what every therapy practice in the industry already looks like. Most agencies would just use it. It's what you handed them, they're not going to argue, and you'll be happy because it's what you asked for. We said something instead. Beautiful, but this is the exact thing you're trying to get away from. What went back was plum and spicy mustard and nothing calming anywhere in it. Nothing like the board. Then the good bit... Instead of pulling back, Holly pushed further. Said it needed more depth, less warmth, more raw. So we went again and ended up miles from anything they'd originally pinned. Not because we were right. Because Holly let us actually do the job. And honestly, that's the whole thing. Getting hired and then being allowed to do the work are two different events. by @mywolfdesign
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9 days ago
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10 years in business deserved a fresh new look. ✨ Our new website is officially LIVE! After a decade of growing, evolving, and taking on projects that continue to push us creatively, it felt like the right time for our online home to reflect where Arris is, and where we’re headed next. A huge thank you to Meredith at @mywolfdesign for bringing vision to life and creating a website that looks, sounds, and feels like us. “Built on friendship. Driven by standards. 10+ years in the making.” This is Arris Interiors. Go take a peek, we’d love to know what you think! by @mywolfdesign
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10 days ago
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19 was legal here and we'd started before that. Everyone wanted the heels and the outfits and standing in a pile of people sweating on each other. Cigarette burn in your top, drink down your arm... guaranteed. (Yes you could smoke indoors then.) I wanted a patio, jeans, flip-flops, and a conversation with someone. So one night a few of us got bored and left. We took a rickshaw to Pita Pit, ate a pita, and came back in. Nobody had noticed we'd gone, which tells you how much of me the club actually needed there. 🙄 That's the thing about the loud room, tt doesn't ask anything of you. Show up, stand in it, leave. Business has the same two rooms. Generate the AI brand, pull the photos off a free stock site, whip up a website. Fast, cheap, and about as memorable as being one of four hundred people in a club. Or the other one, where you have to turn up with something, say what you think, be a specific person instead of a category. Both are open, one of them just doesn't need you there. by @mywolfdesign
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10 days ago
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I got on a call last month with someone twelve years into her business. Team of five. Incredible work. She wasn't calling me because anything was wrong. Nothing was broken, nobody was complaining, the work kept coming in. She just had a feeling. So it had sat there for about 4 years. Something was always more urgent and "fine" never feels urgent. Meanwhile the site was still describing the version of her from year four. Smaller, newer, cheaper looking than anything she'd built since. And the people who'd have paid properly for what she does now had already been. Had a look, thought it seemed decent, went with someone who looked like the obvious choice. She never heard from any of them. Broken gets fixed. Fine just sits there costing you the good ones for years. Which is why it's worth looking at now, rather than waiting for something to actually break. by @mywolfdesign
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11 days ago
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I'm sad to report I don't have it in me to allow that. But it's the same instinct I see with owners all the time. Someone decides they're luxury, and then it's the font and the colours and the photos and the words, every single thing turned all the way up, and now it's a costume. One of our clients is a lawyer. Power suits, extremely high end. We swore all over her website on purpose, because that's where her casual lives. And who she is. You have to pick where it goes. It's balance. Brand Balance. (I just made that up.) by @mywolfdesign
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12 days ago
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