We recently connected with Chelsey Moore and have shared our conversation below.

Chelsey, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

In the world of branding, you often hear the phrase, “Your brand isn’t for you, it’s for your customer.” But I take a different approach. I work primarily with small business owners who value self-expression above anything else. It’s important that they see themselves mirrored in their brand. Afterall, they are the only person that is totally engrossed in their brand 24/7. I always do research before each branding project, and what I see 9 times out of 10, is that their customer base typically consists of people just like them. It works out perfectly!
I’m crafting brands so business owners can run it from a truly authentic place. I’m crafting brands that fit into the business owner’s daily life. I’m crafting brands that attract like-minded individuals and foster community.
There’s another phrase you often hear in the brand design industry: “You’re not for everyone, and that’s okay.” I lean heavily into that ideology, creating dark and dreamy brands for my clients. You won’t find any traditional cookie cutter, corporate logos here.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I opened my first business, an online clothing store, at 16 years old. I understood that customers often perceive the quality of a product or service based on the quality of the business’s visuals, so I taught myself graphic design during that time.
Since then, I have owned multiple businesses and have created brand strategies and brand designs for hundreds of other people. But it wasn’t until a couple of years ago that I realized how important it was to run a brand that finally FELT like me.
I lean towards alternative styles and dark aesthetics. I’m heavily influenced by the Victorian era, gothic architecture, music subcultures, and folklore.
To be honest, I’ve always encouraged my clients to think outside the box, to “break the rules”, and be themselves – yet I wasn’t doing that, not completely. I played it safe. I didn’t want to scare anyone away by using dark, moody color palettes and maximalist imagery.
I know a lot of us can relate to this – I’ve been a giant people pleaser my entire life. I toned myself down in business and in my personal life too. It was an attempt to keep that little weirdo inside of me safe from criticism and the negative opinions of others that I’ve dealt with my entire life.
However, I found that hiding parts of myself from the world wasn’t helping anyone. It was actually hurting me. My self-esteem took a hit and I struggled to run my businesses because it felt like I was playing a part. The second I decided to let my true self shine, was the moment I felt like I could breathe for the first time.
Here’s the thing…I have an ornate, Dracula inspired room in my house, wear chunky black boots with every outfit, and have a brand design business with a creepy faerie in the logo. There’s no pretending that I’m someone other than who I am. Not anymore.
It’s that experience that encouraged me to do the work I do now. Not just for the brand owners I work with, but for their customers who may be feeling as though they need to be more “normal” and less of the unique misfit that they are.
My business, Muse and Misfit, is about embracing the glorious strangeness that sets you apart, breaking free from the mundane, and challenging the never-ending journey of self-exploration. I offer full brand design packages, content creation, merch and print design, brand experiences, and educational courses. My services are a revolution of self-expression and empowerment. My designs are mirrors for people to find themselves within.​ I love what I do.

Can you share a story from your journey that illustrates your resilience?

Back in 2017, I started a side business. I was using my design skills to create large, hand painted fabric banners for weddings and events. Immediately, the business took off and I was soon working 80+ hour weeks. I’d even stay up all night working on orders to ensure custom banners were done on time. I had 4 & 5-figure months from selling products I was making and it felt so rewarding! Then one day, I hit a wall. Everything in my mind and body was screaming at me to stop. I thought about hiring help but I was too exhausted to even start the process. I canceled outstanding orders, deleted my shop, and entered a year long depression. I didn’t realize what was going on – I was embarrassed and ashamed. I kept asking myself how could I give up on something that was so successful.
But now, I use this as a cautionary tale.
Burnout is the state of physical, emotional, and mental exhaustion caused by prolonged stress. It can look different for everyone, but here are common signs to look for: Feeling drained, overwhelmed, and exhausted. Feeling detached and unsatisfied. Decreased productivity and creativity. Brain fog. Frequent headaches and stomach issues. Trouble sleeping. Increased irritability. Loss of motivation.
Looking back, there are many things I would have done differently to avoid burnout. I would have hired help before I was desperate for it, I would have extended my processing times, I would have taken a limited number of custom orders, and I would have taken breaks and vacations without bringing my laptop along.
Now, I listen to my body and pay close attention to my energy levels. One day, I may be able to work 8+ hours on design work. Other days, I may only get a couple hours of work in. I have to remind myself that that’s okay. I no longer need to be in a constant state of hustle and grind. I can rest when I need it because no business is worth my health.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

I’ve always carried a slight envy towards people that have one style of clothing in their closet and one aesthetic for the way they decorate their homes. Or the people that stay with their job until retirement. Or the people that have the same hobby for decades.
It’s always looked so much easier!
But here’s the truth: I’m multi-passionate, I can’t pick one aesthetic to save my life, and I want to try every hobby in my lifetime. If it were possible, I wouldn’t only be a brand designer. I’d also be a set designer for movies, a burlesque performer, and a fiction author with a host of other business such as a bed & breakfast, small retail shop, and a bar.
Because of this, I’ve owned (and closed) multiple businesses within the last 15 years.
From the outside looking in, this can make me seem “wishy washy”. If only you knew how many times I’ve heard the snide, “This Is Chelsey’s Next Big Idea”.
I’ve never viewed pivoting or change as a negative thing. I see it as growth. As evolution. I truly believe that the journey is more important than the destination. Especially when I can look back and see how every business or hobby I’ve had has led me to where I am today.
I encourage you to pay attention to your feelings and those little nudges that tell you to try something new. We only get one life, why not make the most of it?

Contact Info:

• Website: https://www.museandmisfit.com
• Instagram: https://instagram.com/museandmisfit
• Other: https://www.pinterest.com/museandmisfit/