Welcome to WEIRD MUSE, bb!!

Weird Muse is for uncategorizable leaders, creatrixes + CE(h)O(e)s ready to stop flattening their wild RANGE into a niche + build a world expansive enough to hold every evolution. AND distinctive enough to attract repeat buyers (+ maybe a tiny, tasteful cult).

If you’ve ever thought…

I’m too many things.
I know there’s a connection between everything I do, but I cannot fucking explain it.
My brand no longer fits me.
I don’t want to choose one tiny corner of myself and build a business prison around it.

Hiiiieee. We’ve been expecting your weird lil self 👁️

You do not need a tighter niche, a cleaner box or a personal brand held together by three adjectives and a Canva ~mood board~

🪡 You need to find the thread.

Aka the one hiding beneath your contradictions, obsessions, expertise, aesthetics, eras, half-built businesses, secret fascinations + the work you haven’t quite known how to name yet.

Then you need to pull it until an entire world comes alive.

That’s what we do here 😜

YOU WERE NEVER TOO MUCH. THE CONTAINER WAS TOO SMALL AND BASIC BISHHH FOR YOU, BOO.

Most biz + branding advice is built around reduction.

Niche down, pick a lane, choose three content pillars (ok ok, FIVE if we’re being wiiild), become easy to summarize and intro yourself at a dinner party. And hey, keep repeating the same thing until the algorithm—and perhaps your own soul—goes numb. SO FUN!! nahhhht.

That can work for people whose work is meant to stay still.

But fortunately (yes, FORTUNATELY) for us weird(h)o(e)s, we aren’t businesses with a single fixed identity.

We are living creative ecosystems.

Meaningggg, we evolve, contradict ourselves, move between strategy + ritual…beauty + depth…business + art…the sacred + the deeply unserious. We have sixteen tabs open in our brains (and browsers), and annoyingly, at least twelve of them are brilliant. At least, annoyingly up until NOW!

The problem we’ve been taught is a problem really isn’t a problem at all. It’s OUR POTENCY. Our magic. OUR SPECIAL SIZZLIN’ FINGER LICKIN’ SOUL SAUCE!!

The REAL problem is that no one has helped you see the underlying logic connecting it all.

Because when you find that logic—what I call your Iridescent Thread™—your range stops reading like chaos and wtf am I doing with me life??? And it becomes your signature and creative compass.

The results =

1. SO MUCH MORE FREEDOM TO BE ALLLLL OF YOU.

2. So much more fun to be had! THANK BABY JESUS.

3. You become easier to recognize without becoming easier to categorize.

4. And instead of forcing every new idea into an old brand that has already started shrinking around you, you build a world with enough internal coherence to shapeshift. A world that is FINALLY big enough to hold all the complexities that are you.

COOL COOL, I’M VIBIN’. BUT WTF IS A WEIRD MUSE?!

Your Weird Muse is the creative intelligence hiding in your DNA. Part archetype, part alter ego, part essence, part who-you’re-becoming—but completely, weirdly yours.

That's why two people could hand me the exact same Pinterest board + list of adjectives and end up with wildly different Muses—and therefore wildly different worlds.

We excavate her from your contradictions, obsessions, history, taste, desires, references + all the seemingly unrelated evidence of YOU. And thennnn! We alchemize all that juiciness and what we squeeze out is YOUR Weird Muse.

Then we make that bitch Creative Director ;)

She becomes the lens we use to make decisions across your visuals, voice, content, offers + the whole world we build around you.

She helps you decide what belongs in your world and what absolutely does not. How the brand looks, yes—but also how it speaks, what it believes, what it sells, how people move through it, what they feel inside it + what they can become because it exists. (It’s the difference between inviting a clown to a bday party vs. having the clown PLAN the bday party…clickity click here to see what I mean!)

Once you know her, creation stops feeling like throwing random spaghetti at the windows—and the walls! (cue Lil Jon get loooowww)—and hoping one noodle goes viral.

You have somewhere to create from. And not just anywhere. You have a world with its own gravity.

And when that world is distinct, coherent + aliiiiive, the right people don’t just understand what you do.

They recognize it, remember it, foam at the mouth and craaaaave it. They buy from it…and buy from it again and again and again. And of course, tell their besties about the strange lil place they found on the internet and cannot stop thinking about and that “omgggg you need to check it out!!”

Tiny tasteful cult behavior, essentially 💅🏻

WHAT YOU’LL FIND DOWN HERE 🕳️

Weird Muse is part creative dispatch, part brand-world rabbit hole, and part permission slip to become impossible to flatten.

Expect writing about:

• finding the thread between your maaaany interests, identities, offers + eras

• building a brand world with DIMENSION instead of slapping an aesthetic onto a business (we’re all about VISCERAL > just visual here)

• creative direction, positioning, naming, voice + visual language

• offers that feel like experiences people enter (and never want to leave, mwuahaha!)—not PDFs they purchase

• creating continuity between the promise on the outside + the magic on the inside (and arguably, having it be even MORE magical on the inside…we love to surprise and delight!)

• desire, obsession, taste, contradiction + the things you save but cannot explain

• following creative rabbit holes without letting every idea become a completely unrelated business by Tuesday…but also letting it become part of the marrow when it just HAS to!

• the strange mechanics of building something people want to orbit, belong to + buy from

• what I’m building, dissecting, experimenting with + becoming behind the scenes

You may also encounter rituals, guided inquiries, parts-work prompts, creative experiments, mildly existential excavations + an occasional invitation to let your conscious mind stop being such a control freak (still working on this one myself!)

WHY ME? FAIR QUESTION.

Hi, I’m Lexi. You can also call me Lex…or slexmuffin. Your call

I’m a wifey, mama of 3, matcha slut, founder, 7-figure business owner, brand-world builder, ritualist, obsessive creative, business strategist, writer, designer, experience curator, curriculum creator, ceremony facilitator + professional thread-puller.

Which is a deeply inconvenient answer when someone asks what I do at a dinner party…ask me how I know 😅

I’ve got raaaange (and mad skillz)

For years, I thought my range was the problem.

I could build the strategy, shape the positioning, write the copy, design the brand, create the offer, architect the experience, develop hundreds of pages of curriculum, build the website + Notion portal, make the opt-in, map the funnel, connect the tech and obsess over the tiny detail no reasonable person would notice—but that somehow changes the feeling of the whole damn thing…in likeee just a week’s time (or less).

I have spent more than twelve years building businesses, brands, offers, movements + immersive transformational experiences. I built a multi-seven-figure company and certification school. I trained deeply across business, branding, identity, transformation, coaching, hypnosis, NLP, EFT, somatics, parts work, ritual, astrology, sexuality, relationships + experience facilitation.

For a long time, that breadth felt impossible to position.

Was I a strategist? A designer? A coach? A writer? A facilitator? A creative director? A business builder? A mother? A lover? A wifey? A priestess (who was simultaneously too weird, too “normal”, and too bougie for the sacred sisters out there?!)

Yuppp. I was all of it…and so much more.

The answer was not to cut away the parts that made me difficult to categorize, but to instead see that my range was the mechanism.

It is precisely why I can enter someone’s world, see connections they cannot yet see + carry an idea all the way from a half-articulated pulse to an entire living breathing WORLD.

I don’t only see what your brand could look like. I see what your whoooole business could become—from the big expansive vision you’re too afraid to claim to the tinnyyyy itty bitty details that make it no one else’s but yours.

I’ve been a world builder looong before it was a thing.

Long before “brand worlds” became something everyone suddenly started talking about, I was already making them (technically since I was a little kid, but also since the start of my business)—because I’m truly incapable of creating a typical offer and just leaving it there. SOS.

I didn’t just make coaching programs. Noo no no. I built magical schools for the transformational arts.

There were identities to step into, language to learn, rituals to experience, worlds to inhabit, beautifully designed materials, deliberately architected curriculum + entire support systems behind the curtain.

The visuals mattered. Duh, of course they did. They were visual anchors into the magic that was in the soul of the creation.

But the branding wasn’t witchy decoration sprinkled onto an otherwise ordinary program.

The world changed the experience itself.

It shaped how people entered, what they expected, how they participated, how they were supported + who they became inside it.

That continuity is why people were pulled in by the branding. Buuut when they stepped through the the castle doors and discovered that the inside was even more extraordinary than the promise…LE WHOAAAA. #gamechanger

Some students were so enchanted by the ecosystem behind the experience that they eventually came to work inside the company. (The number of applicants we had who were DYING to work for us was truly sooo cool and special.)

Thaaat’s the kind of “branding” I believe in. Not one that looks cuteeee on the gram but collapses on contact. One whose magic gets deeper…and deeper…and deeeeper the farther in you go.

I’m obsessive. When I come up with an idea…I follow it ALL THE WAY.

I enter what I call the creative vortex—the outside world gets suspiciously quiet, I start pulling threads + one idea breeds twelve more (then 12 more…).

It usually starts innocently enough…

Ooh. What if…?

Then my brain goes:

Well, if that’s the idea, then the positioning should be this.

And if that’s the positioning, the offer can’t just be a normal course. What if the whole experience was structured like—

Wait.

Then the onboarding could—

OH.

And obviously we can’t call it that. It needs its own language.

And if we call it this, then the visuals should feel like—

Hang on. I need to make something…(then I enter the graphic design portal and create an ENTIRE brand identity.)

Suddenly the tiny idea has become a name, a thesis, an offer suite, a visual identity, a website, a Notion portal, an opt-in, a funnel, a customer journey, a strategic af backend, a signature framework, a transformational curriculum + a fucking insane universe. lololol.

Andddd I resurface twelve hours later wondering if I ate lunch.

This isn’t even close to hyperbole. I’ve done it over + over + over again. It’s my creative process, for better or worse 😅

In just the past year alone (while taking a lot of time off during my first trimester and then third trimester and postpartum) I’ve created…MotherCare. The Mother Care Registry. Ritual + Gather. Moon Magic Club. Deep & Spicy Intimacy Card Deck. Mother &. MILFYHOOD. MILF & Tea. Glitter on the Altar. The Evervolve Academy Substack. Evervolve the novel. And more tiny universes than I can even keep track of.

For years, I made myself wrong because I didn’t always want to run them forever.

Why did I keep bringing fully formed worlds to life, only to feel complete once they existed?!! WTFFFF?

I used to see this pattern as evidence that I lacked consistency.

And it felt like SUCH a waste of my time, energy, and honestly? BRILLIANCE. Because the shit I created wasn’t just really pretty, it was LACED with magic and depth and a curriculum/experience beyond anything I saw in the market.

Now I understand it as evidence of my actual work.

Turns out…it’s because I’m an INITIATRIX.

My genius lives in the beginning: sensing what wants to exist, finding its most electric form, giving it language + logic, and making it real while the thread is still hot.

Even my Gene Key 11 is the Idea Factory.

Like hiii hello. It’s been hiding in plain sight this entire time!!

Now, instead of inventing another entire company just to satisfy the impulse, I get to point that same initiation energy at yours.

I am built to catch the barely visible thing circling you, follow it into the underworld, and return carrying a whole world you could not yet see—but immediately recognize as yours.

WHAT ALL OF THIS MEANS FOR YOU

It means you do not have to arrive neatly packaged.

You do not need to know which idea is “the one,” which part of you is most marketable or how to explain the strange connection between everything you want to make.

If my impossible-to-position RANGE is the exact mechanism that lets me find your thread, enter the creative vortex + build your whole world without its pulse getting diluted across six different specialists…we can ABSOLUTELY do the same for YOU (whatever your version looks, feels, and tastes like!)

The content you find within Weird Muse will help you learn how to:

• recognize the thread instead of reflexively cutting off another piece of yourself

• build coherence through an internal logic, not sameness

• create a brand that can evolve without becoming unrecognizable every six months

• make bolder decisions because you know what world you are building

• turn your range into a competitive advantage rather than a positioning apology

• develop offers, ideas + experiences that could only have come from you

• become visible without performing a flattened internet character

• create a world people want to return to, participate in + buy deeper into

You will become more specific (noooot suppressed or flattened!)

More expressed.

More recognizable.

More willing to trust the weird thing that keeps tippity-tapping on the glass (hiiii there!)

THIS IS FOR YOU IF…

• you have reinvented yourself so many times your old bios read like archaeological layers

• your work spans disciplines, modalities, aesthetics or identities that “shouldn’t” go together—but somehow do

• you are known for one thing and can feel five more things rattling the cage

• your business is successful, but your brand reflects a version of you who has already left the building

• you don’t want another beige authority brand, pretty template or strategy that mistakes blandness for clarity

• you want your people to feel like they have discovered a world—not encountered another content machine

• you want a body of work with enough depth to inspire loyalty, not just enough polish to earn a passing like

• you are ready to become more visible, more distinct + more impossible to substitute

If you have ever been told you are too much, too complicated, too nonlinear, too frequently obsessed with something new or “hard to explain”…

Perfect.

Bring that.