Life & Work with Annie Lang-Hartman

Today we’d like to introduce you to Annie Lang-Hartman.

Hi Annie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory. 
I have always been a creative person. I went to school for studio art and graphic design. But when it came time to graduate, the thought of being stuck in a cubicle doing boring design jobs and photo retouching seemed torturous. So, I went in the complete opposite direction – I found a job in the outdoor industry in Utah where I could be outside back in 2011. I learned so much about myself during those three years I spent out west, but my job lacked any creative aspect, and I desperately missed Leelanau County, where I grew up. My last year in Utah, I spent every extra minute painting and drawing, and writing. I went back to school to get another degree in design from Savannah College of Art and Design to round out some skills in hopes of forging my own path in freelance design. By 2013 I was home, working for small businesses in the area and still spending every extra minute drawing and painting. In 2015, I took a leap and started my business with a line of stationery I had designed – then called Compass Paper Co – wanting it just to be a purely creative outlet and side gig. But my outdoorsy spin on the stationery industry, which was usually more feminine in nature, caught on, and we were quickly getting picked up by outdoor retailers all over the US. The side gig turned into a full-time job in 2018. Since then, we have expanded from stationery into a full-on outdoor lifestyle brand using bright colors and fun patterns on everything from our popular stationery line to outdoor gear. Because the name ‘Compass Paper Co’ no longer worked with our expanding line, we changed out name to Wild Lettie – Lettie as a name means “joy,” and that just felt so fitting for our bright brand and felt so right for our growing business. In 2020 – even with the pandemic shuttering businesses all over the US – I took the biggest risk ever and opened up a seasonal store in Fishtown, Leland. The risk paid off, and I was able to bring on more staff. The demand was high enough that opening a year-round location in Suttons Bay, Michigan, happened in 2022. After a few big years of growth and changes, my focus now is just on sustainable growth through growing our customer base and retailers across the US. And, of course… focusing on continually adding more creative work to the lineup for Wild Lettie. 

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Business ownership is never a smooth road. There have been some incredibly high and low’s over the past nine years. Being a creative person helps – coming up with ways to pivot has been the name of the game since the pandemic in 2020. Before we got a chance to open a store in the summer of 2020, we were dealing with retailers (understandably) cancelling orders and manufacturers we worked with shutting down temporarily. By going back to my roots, I was releasing limited edition handmade items that kept us going that spring, and to my surprise, it even helped grow our customer base. I have always loved making things – when I first started this business, I was printing every card myself. With our growth, our manufacturing is out of the house now, and I miss making things with my hands beyond just drawing and designing. I want to make room for that in the future. 

Thanks – so, what else should our readers know about your work and what you’re currently focused on?
When I first started Wild Lettie, my hope was I could eventually move away from digital printed cards into letterpress, so my designs back in 2015 were so simple – limited colors and simple illustrations. But eventually, I fell back on my painting concentration from my college years and embraced bold illustrations and lots of color. And the more I did that, the more we grew. We stand out in the outdoor industry because our products are colorful. We are seeing so much more, finally – brands are embracing more colors, patterns, and options outside of black, earth, and muted tones. Every year I lean more and more into detailed illustrations and designs for our products, and I am so happy with the direction that has been taking Wild Lettie. 

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
When we first started out, pitching stationery to outdoor retailers was met with a lot of hesitation. But we eventually won a lot of stores over with our outdoorsy line. Wild Lettie is set firmly in the outdoor lifestyle industry. And that is just always expanding and evolving. I feel like every year, more and more people get excited about the outdoors. Our tagline is “outdoorsy goods that bring a spark to everyday adventures,” and while we don’t like to hop on every trend out there, it’s fun to see the expansion and growth of the industry and see how “outdoorsy” is being redefined. The goal is to keep smartly and strategically growing out our product line to evolve with the industry. 

Pricing:

• $5-5.50 for cards and stickers
• $99 Recycled Puffy Blankets
• $10 – $28 for outdoor ripstop bags
• $22-24 dog accessories

Contact Info:

• Website: wildlettie.com
• Instagram: @shopwildlettie
• Other: Wild Lettie retail store in Suttons Bay, Michigan and seasonal Wild Lettie store in Fishtown, Leland

Image Credits
Annie Lang-Hartman
Matt Hartman