Today we’d like to introduce you to Meredith Carty
Hi Meredith, please kick things off for us with an introduction to yourself and your story.
Like most creatives, my path to career growth isn’t linear. I started as a directionless undergraduate art student with a lot of creativity and little to no talent for fine art. I knew I had a good eye for design and style but was unclear how that would translate into a profession. I felt most at home in my graphic design and printmaking classes and took on a summer job as an intern at a boutique agency designing under the guidance of an amazingly patient mentor. After college graduation, I had no job prospects as a junior designer and wasn’t eager to land a desk job. Instead, I leaned into my other creative passion, hair.
I worked as an apprentice and found so much joy in the art of cutting hair. I loved creating something beautiful with my hands and getting to talk to new people all day. I learned so many essential business skills in that job: building rapport, customer retention, customer service and selling my talent. I continued designing logos on the side as additional income. I moved to Philadelphia and talked my way into a stylist position at a high-end Rittenhouse salon where I was mentored by a Vidal Sassoon-trained giant in the hair industry. I was working 7 days a week, some at the salon and nights as a hostess at an upscale Cuban restaurant. I was growing in my craft, but after 7 years as a stylist, my gut told me it was time to make another big move. I wanted to try academics again but this time, I would be intentional and committed. I applied to grad schools in New York and San Francisco as a way to fund a big move and start a new career.
At the age of 29, I moved from Philadelphia to a studio apartment on Jones Street in San Francisco. I studied History and Theory of Contemporary Art at the San Francisco Art Institute where I hoped to become an art critic and full-time writer. But, after graduation, I found myself jobless again with zero prospects for work. I applied to anything and everything and eventually landed a job as a corporate recruiter, devastated not to be working in a creative industry and grateful to have a paycheck.
In 2014, my first son was born. I quit my job as a headhunter to be his primary caregiver. When I was ready to return to work, I sought positions in marketing and outreach where I could flex my creativity along with my business acumen. I had a series of roles in talent acquisition and marketing that called on my design skills. I became a faster, more efficient designer and was encouraged to bring my own brand strategy insight to the table. I earned a position as a Marketing & Communications Director. I began signing up for online courses related to starting a business, copywriting and graphic design and hired a business coach.
In 2019, I left my corporate position to start freelancing as Jones Street Creative. I was picked up by an agency as a part-time designer, which quickly turned full-time. For the first time since cutting hair, I was loving my work and proud of my skills. I loved the variety of clients I was able to help and the collaborations with fellow creatives, photographers, videographers, editors and copywriters. I leaned heavily into brand strategy and logo design.
When COVID happened, I found myself newly divorced, trying to juggle childcare and full-time work. I transitioned away from the agency to focus on building Jones Street from a freelance side hustle to a full-time, sustainable career for myself. I landed a major client that afforded me the opportunity to lease my office space and to create a business and life that works for me and my family.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not. Working for yourself as a solopreneur means you can’t rely on the safety of a predictable income. While I love that I’m not required to clock in and out and attend endless meetings, I am no stranger to the “feast or famine” workload. Some months are slower than others and that is always a challenge.
Working solo also means I don’t have a team of fellow creatives to bounce ideas off. When I was employed at a larger agency, I could walk down the hall to ask a colleague for their feedback or honest critique. Working in a vacuum can make you question your ability as a designer. After looking at the same project long enough, self-doubt is bound to creep up. Cheerleading yourself is a constant challenge.
I’ve gotten much better as a business owner in tightening up my processes from contracts to onboarding and avoiding scope creep. All of those lessons came through trial and error and some face-palm moments along the way.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Jones Street Creative is a brand repair shop that specializes in logo design, brand strategy and graphic design services. I bring the soul of your business forward with great design. I bring the love of a great makeover to graphic design to give my clients a look they can be proud to present.
I’m most proud of my logo designs and a series of wine labels that have (both) won me Addy Awards.
I’m not just a designer. I’m bringing my experience in corporate marketing to the project. My clients can rest assured that I have been in a similar position on that side of the table and can speak directly to their concerns.
Branding doesn’t stop at a logo. I’m here to bring brand consistency into all the marketing pieces for a client: printed sales materials, slide decks, swag, signage, etc.
How do you think about happiness?
These days, a calm nervous system makes me happy. The peace of things humming along right in the middle. Not too much work that I feel frantic and not so little that I become anxious. A great wow moment, bringing a client the joy of a new logo they fall in love with. That’s a happy moment. And building relationships with new clients that become long standing, repeat clients.
Black coffee, old cars, hugs from my sons, my dog, DIY home repairs and daily exercise.
Contact Info:
- Website: https://www.jonesstreetcreative.com
- Instagram: @jonesstreetcreative
- Facebook: @jonesstreetcreative
Image Credits
Molly Doyle
Debbie Smith, FiftyLove Photographie