What Meow Wolf Can Teach Us About Branding
It turns out, capitalism exists in all universes—real or imaginary.
Welcome to Brand Burnout’s "In the Hot Seat." In the series, I'll spotlight a product, business, or concept I love and share tangible branding lessons you can implement in your own business—no matter your size.
If you're unfamiliar with Meow Wolf, you've honestly got to see it to understand it (see also: Create a Communal Language, below). But it's a series of five permanent art exhibitions across the southwest—from Santa Fe to Houston.
I first heard about Meow Wolf when a friend from Santa Fe posted photos of their flagship exhibition—House of Eternal Return—during a trip home. I was then determined to go experience it myself.
In 2020, while I slowly lost my sense of self and my sanity, my husband and I planned a road trip we dubbed "The Takeout Tour of America" and set our sights on Santa Fe. I knew Meow Wolf was closed due to the pandemic when we planned the trip. But just being near a fictitious world that felt so unlike my own felt like it would get me through the next months (and, as it later turned out—years) of the pandemic).
Fast forward to 2021 and I was vibing in my semi-post-pandemic era. Cory and I did another road trip (this time to Utah to hike) with a final stop in Las Vegas. My number one priority? OmegaMart—the (at the time) newest rendition of Meow Wolf. The experience was otherworldly and exceeded any expectations I had or could ever imagine.
In 2024, while attending a design conference in Denver, I set a solo date to check out Convergence Station, the largest exhibition in the ever-expanding Meow Wolf family. Don't get me wrong—I loved the experience—but as a brand strategist, it's hard for me to just enjoy anything without putting my brand hat on.
So here's my rundown of what Meow Wolf can teach us about branding.
But before we disappear into this wormhole…
If we haven’t met yet, I’m Jamie Cox, a brand strategist and founder based in Nashville, TN. I publish content all over the internet, but mostly here on Substack and on LinkedIn. Here are a few ways you can work with me:
Book a brand workshop: I offer workshops for creative communities and high-performing teams.
Pick my brain: Get feedback and move your brand forward with actionable brand consulting sessions.
Build a brand: My 12-week brand intensive will help you build a brand so you can get off the marketing hamster wheel.
Now Let’s Dive In
Lesson #1: It's all brand, baby.
When I was considering going to Meow Wolf, one of the biggest questions I had was "Would this be a fun solo adventure?" So, I turned to Reddit.
I found my answer (Yes, it would be perfect for a solo adventure) and proceeded to fall down some adjacent rabbit holes. I quickly learned that Meow Wolf employees had unionized a few years ago and are still fighting for their rights as workers (to learn more and support the union, follow Meow Wolf Workers Collective1).
And while it may seem that people-ops and operations efforts within an organization aren't directly tied to the brand, they are. Because in branding, how you do anything is how you do everything. And Meow Wolf just got really weird about the union.
Through these actions, they've put their brand, brand perception, and brand equity at risk. They've created a riff in brand consistency (if you've been to OmegaMart, you'll sense some immediate irony).
Meow Wolf's website reads:
“We redefine the paradigm of art and storytelling to make a positive difference in the world.”
Spot the inconsistency. If you aren't making a positive difference for your employees, you can't make a positive difference in the world.
Additionally, "Authentic Compassion" is a core Meow Wolf value.
"We are ‘kind punks’ - supportive to each other and standing up for what we believe in."
But, if the company isn't supporting its employees or giving them space to stand up for what they believe in, it isn't living up to this value.
Let's be clear—this isn't a Meow Wolf takedown. After all, I still paid money to experience Convergence in all its glory (and am now writing about it to tell others to consider going). But it is a learning moment for anyone running a business.
Every single action you take and decision you make as an organization, founder, or executive impacts how consumers perceive your brand. I have a whole different take on their business now. What I saw as a cool collective of artists I now see as a faceless corporation led by financial motives.
It's imperative that as a leader in your organization, you make continuous efforts to revisit, review, and revise your brand standards and guidelines to align with where your organization is heading. Brand-building isn't a once-in-a-lifetime event, but a continuous effort to build an experience that aligns your customers with your mission.