We’re Not Building a Brand. We’re Building a Life.

TL;DR: Your business should serve your actual life — not just your highlight reel. Here’s why we’re choosing alignment, not aesthetics.

It’s easy to get caught up in the brand.

The colours.

The vibe.

The way everything looks online.

But here’s what we care about more:

How it feels offline.

We didn’t start Wet Paint Society because we wanted to be influencers.

Admittedly, being on social media is our least favourite part of being artists in 2025.

But still, we started this because we wanted to create.

To build something sustainable.

To spend time with our daughter.

To create, together, in a way that felt honest.

So while we do care about the grid and the captions and the logo…We care way more about the rhythm of our Fridays.

The freedom to say yes to something wild.

The ability to pivot when something’s not working — because this isn’t just a job. It’s a life.

That means we rest when we need to.

We show up imperfect.

We laugh at the chaos.

And we trust that building slowly — intentionally — is the kind of success we actually want.

This doesn’t mean we’re not ambitious.

It means we’ve redefined what ambition looks like.

It’s not numbers.

It’s not aesthetics.

It’s alignment.

If you’re building something that fits you — even if it’s messy, even if it’s new — we’re cheering you on.

Because you’re not just building a brand.

You’re building a life.

WANT TO BRING THAT ENERGY TO YOUR WEDDING DAY?

We offer live painting across Canada, based in Toronto. Visit wetpaintsociety.com to learn more.