We recently connected with Meredith Carty and have shared our conversation below.

Meredith , thanks for joining us, excited to have you contributing your stories and insights. What do you think it takes to be successful?

My definition of success has evolved as a business owner and designer over the years. When I started out, I thought success meant hitting a certain revenue goal or landing high visibility clients. Now, I measure success by how calm my nervous system feels. Time freedom and the flexibility to take a long weekend or pick my kids up midday for piano lessons or take my dog on a longer walk in the morning is more valuable to me than making 6 figures in profit. Success to me today means being able to continue working for myself and connecting with clients who truly value the work I create for them. I’ve spent a lot more time and money investing in my skills as a designer in the last couple of years. I can see the growth and maturity in my designs now compared to just 3 or 5 years ago and that is another major mark of success for me.

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

I actually began studying graphic design as an undergraduate art student. During my summers between semesters, I worked as an intern at a small agency and learned so much. When it was time to graduate, I had no job prospects and very little talent and was terrified I’d be stuck in a corporate job. So, I took a detour and worked in another creative field, as an apprentice to a Master Hairstylist. I learned the art of cutting hair and trained under some incredible mentors. I continued taking on freelance design projects for friends over the years. At age 30, I decided to try graduate school and get back to art and design. I studied History and Theory of Contemporary Art at San Francisco Art Institute and thought I’d be a writer. With loads of student loan debt, I was anxious to start working and landed a job in marketing and outreach and a few roles in talent acquisition. In all these positions, I got to flex my skills as a creative and a designer and copywriter.

Eventually, I pitched myself as a freelance designer to an advertising agency where I’d get to work on multiple campaigns at once for a variety of clients. The fast pace helped me work on my speed and attention to detail. And I loved the client-facing interaction and selling new ideas. However it was being part of the strategy conversations for large campaigns that grew my interest in branding and brand strategy.

During Covid-19, I left the agency and took on a consulting position with my local small business development center, advising entrepreneurs on marketing strategy and branding while continuing to take on new freelance clients. I took classes, learning from the designers I look up to, Amy and Jen Hood of Hoodzpah, Ken Barber’s hand lettering courses, read books and got tips from James Martin (Made by James), Allan Peters and James Barnard.

As freelancing picked up, I found an ideal office space in an industrial building with a full woodshop in the back. These were my people! I was home. I stopped thinking of myself as a freelancer and stepped into the role of business owner. I’ve always related more to skilled trade and manual labor than corporate settings, so the idea for a brand repair shop was born. You’ve got a go-to mechanic for your vehicle, right? You’ve got a go-to plumber and electrician, yes? Well, your brand needs a go-to creative who gets you and has been there/done that/seen some things. As a former hairstylist, I love a good makeover. My goal with Jones Street is to give clients a new or refreshed brand they can be proud of and a source they can return to when it’s time for a quick tune-up.

Have any books or other resources had a big impact on you?

Over the years, as I transitioned out of corporate marketing roles to work for myself and again from advertising agency to freelancer, I called in the help and guidance of a coach, Mimi Gordon. I assumed that we’d meet to set goals and help me achieve those goals over a set period of time. What I gained was the mindset coaching that has gotten me away from acting like an employee to owning the role of CEO of my business. Because I’d worked all my life, from age 16 as an employee and rule follower and “pat on the back” seeker, I had to re-learrn how I wanted to show up in my own business. How I wanted to handle communications, processes, schedules, and expectations. I learned to question outdated ways of thinking that I “should” do something a certain way because that’s how everyone else is doing it.

I’ve read tons of books on entrepreneurship, but working with a coach is like having a personalized work therapist. Someone who can call you out on old patterns and challenge you to step into the best version of yourself. It’s an investment that has given me the confidence to be unapologetically myself and ultimately attract the type of clients who value my authenticity and my talent.

What’s been the best source of new clients for you?

Without a doubt, referrals and local networking have been the best source of new clients for me. I’m not interested in spending my time on social media or competing for clients on a global scale. My ideal clients aren’t going to find me from scrolling Instagram. I have built my business on meeting people, often in person in my community. It’s a slow and steady game. I believe in delivering a top quality experience for my clients making the process seamless and exceeding expectations. Actions speak a lot louder than empty promises. Having worked on the corporate side, I know the frustrations of working with vendors that don’t follow through or drop the ball on the details.

Building relationships is one of my gifts, so I lean into that as a way to grow my business in way that feels enjoyable and comes natural to me. I’m very fortunate that the relationships I’ve created with my clients often turn into welcome referrals.

Contact Info:

• Website: https://www.jonesstreetcreative.com
• Instagram: @jonesstreetcreative
• Facebook: https://www.facebook.com/jonesstcreative

Image Credits
Molly Doyle (for all images in the navy blue jumpsuit) FiftyLove Photographie (for one image with white brick wall)