Meet Eliz Welling of Ann Arbor

Today we’d like to introduce you to Eliz Welling. 

Hi Eliz, please kick things off for us with an introduction to yourself and your story.
Hi! I’m a designer and brand stylist based out of Ann Arbor. I started by freelancing after graduation until I took a design position with a creative agency in the capital. While I loved my colleagues, I knew in my gut I would be happiest living life on my terms and forging my own client relationships. I longed for direct connection with other creatives and passionate business owners.

Ten vacation days and an outdated way of doing creative work wasn’t for me so I left agency life and started Goodfare in my studio apartment. Today I create my own work/life balance and have the most nourishing relationships with clients I call friends. 

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?
The entrepreneurial journey has definitely showed me what I’m made of, as it does for most. Several months in, I experienced nights where I doubted I could pull it off. I listened to storylines of “I don’t know how” and “I can’t.” Taxes. Invoicing. Contract language. Managing social media… All of it. I was recently divorced and adjusting to being alone physically and financially. Stress and past trauma showed up in my body through pain and distention.

Moments were dark and I kept going. I found a group of other female entrepreneurs sharing their challenges and I invested in mindset coaching. I learned about the power of our subconscious mind and released self-limiting beliefs. It gave me the edge to keep going. It’s cliché, but that’s when I found out we really do need each other. We all go through fraudy feelings and can come out the other side if we choose to. That’s the secret—we have say. There’s power in that.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I design for small businesses and take on custom projects, like limited edition packaging and refreshing established brands. I also offer full branding suites to those breaking into their industry. At the end of the day, I’m my clients’ biggest advocate in business.

Most known for my refined typography, strategic color palettes, and capturing sophistication through subtlety, my inspiration is drawn from natural materials, bold textiles, Modernism, and traveling. 

It’s no secret our most creative work surfaces when we’re at ease and in flow. Our fast-paced society doesn’t always support this, which is why the Goodfare process is rooted in rest and an observer of the Slow movement. I take our planet’s health seriously and choose paper mills that hold a high standard in environmentally-conscious practices in addition to using alternative paper stocks. Working closely with local printers, greenhouse gases and CO2 emissions that would otherwise occur in transport are reduced. 

What do you like best about our city? What do you like least?
I love how health-conscious we are—from our bike-friendly streets to rec trails to locally-sourced restaurants. I’m also in love with Ann Arbor’s startup culture and proximity to Detroit. I leave the screen and pull a lot of inspiration from exploring our cities. What I like least? Probably waking up realizing it’s football Saturday and there’s no chance of driving downtown. It’s best just to wash the whites, downdog and snuggle up with a cup of Roos.

Contact Info:

• Email: [email protected]
• Website: goodfare.co
• Instagram: @elizwelling

Image Credits
Eliz Welling
Christina Harrison