We recently had the chance to connect with Krista Murphy and have shared our conversation below.
Krista, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What battle are you avoiding?
Starting off strong, heh! I’m currently wrestling with an inner battle between money and freedom. On one side, there’s the security of earning more; but it comes with my time being monitored, time off restricted, and overtime treated as an expectation rather than something valued. On the other side, I could make less but have the freedom to choose how I spend my days, take time off when I need it, and live without the constant pressure or judgment.
It’s a struggle I’ve quietly avoided for months, telling myself “let’s just see how this month goes” on repeat. I know this is a privileged dilemma; for many, choosing time over money isn’t even an option. But experiencing true flexibility opened my eyes to how much happier and calmer I am, even if it means tightening the budget.
So that’s the battle I’m sitting with: stability vs. autonomy, comfort vs. spaciousness.
If you were in my shoes, what would you choose?
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Krista Murphy, owner and designer of Wishtree Design Inc.; a small but mighty brand and stationery studio based in Canada’s capital, Ottawa. Wishtree began over 15 years ago as a passion project between my best friend and me. We were both working in corporate design environments that offered little room for creative expression, so with fresh Graphic Design diplomas in hand, we started designing wedding invitations on the side.
What began as a spark quickly took off. We recognized a gap in the market for custom, meaningful stationery that reflected each couple’s story rather than relying on cookie-cutter templates. Our approachable, collaborative process allowed clients to share their vision, and we brought it to life through design that felt personal and intentional.
As we grew, so did the demand for brand design, my first love and area of expertise. After five years, my friend moved on from the business, and I continued to shape Wishtree — expanding it within the wedding industry and into broader branding work. Over the years, talented designers have joined me at various points, each bringing thoughtful craft and a deep respect for real, educated design.
Today, Wishtree partners with a wide variety of clients — photographers, psychologists, bee keepers, cannabis, ice cream trucks, spa brands, chefs, and more. We thrive working with passionate small businesses, especially those needing branding, packaging, and product-focused design. We’re natural cheerleaders for our clients, fully invested in understanding their story and helping their brand shine for the world to see. In fact, we recently joined one of our clients as their full time creative director; redesigning their brand and packaging as they grow worldwide.
Great, so let’s dive into your journey a bit more. Who taught you the most about work?
Wildly enough, the business that broke me was also the one that built me.
While studying Graphic Design in college, I started working at an advertising agency that quickly saw potential in me—they even asked me to quit school and join full-time. Flattering, but I stayed committed to graduating, and I’m grateful I did. Those years gave me knowledge, connections, and confidence that shaped everything that came after. I spent my summers at the agency and eventually went on to work there for 15 years.
I rose from filing CDs (yes, that old-school) to Art Director, taking on everything no one else wanted: endless mockups, cutting and assembling presentations by hand, last-minute logo briefs, tight turnarounds, and client communication. Those “unwanted” tasks ended up becoming my greatest teachers. They taught me craftsmanship, speed, efficiency, empathy, and how to listen and communicate. They shaped how I now collaborate with my own clients through Wishtree.
I genuinely loved the work for a long time. But as I moved from being a single twenty-something to a married mom of two, the imbalance grew impossible to ignore. By the time COVID hit, the cracks in the culture became impossible to hide. I was burned out, unsupported, and physically unraveling; panic attacks, swelling, hives, juggling virtual-kindergarten while meeting deadlines and parenting a toddler. It was unsustainable, and it broke me.
But here’s the truth: everything I learned in those 15 years built me into the designer and business owner I am now. The experience—both the craft and the hard lessons—is woven into Wishtree today.
What fear has held you back the most in your life?
The fear that has held me back the most in life is the fear of how others perceive me.
I’ve always been a classic people-pleaser; someone who wants to keep the peace, meet every expectation, and make sure everyone around me is comfortable and happy. That instinct has shaped so many of my choices. I worry about disappointing others, missing a deadline, or not being seen as capable enough, even when I’m giving everything I can.
It’s a fear that can be exhausting, because it pushes me to overextend myself and ignore my own limits. But I’m learning. My current boss has been a huge part of that process; reminding me to acknowledge my wins, be honest about my workload, and trust that I’m genuinely good at what I do.
It’s definitely a long journey to untangle years of people-pleasing and perfectionism, but I’m working toward a place where I prioritize my own boundaries and self-worth just as much as I prioritize everyone else’s comfort. I’m not there yet, but I’m getting closer.
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Honestly, yes; what you see is what you get with me. I’m naturally open and expressive, especially when I’m working with clients. Hearing someone’s story and diving into their vision genuinely lights me up; it’s impossible for me to hide that spark.
That said, I’m an open book by invitation only. I don’t overshare just to fill space. If someone asks, that tells me they genuinely want to know, and that’s when I open up. My social presence leans professional because I’m still a bit old-school in separating work from personal life; most clients don’t need a play-by-play of my weekend with my kids. But catch me in person, and you’ll quickly get more than just the business version of me.
I like to think of myself as an optimistic realist. I’ll cheer you on every step of the way, while also helping you think through the “what ifs” so you can make decisions with clarity and confidence.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
I hope the story people tell about me is rooted in kindness, generosity, and creativity. That they remember me as someone who always showed up; whether it was to help solve a problem, listen without judgment, or bring their ideas to life. I hope they felt seen and supported, and that my work left them genuinely inspired and a little bit in awe.
Most of all, I hope the things I created for them still hold meaning long after I’m gone; pieces filled with intention, thoughtfulness, and them. And if my name carries on, I hope it’s because I made people feel good and left the world a little more beautiful than I found it.
Contact Info:
- Website: https://wishtreedesign.com
- Instagram: @wishtree_design
- Linkedin: https://www.linkedin.com/in/krista-murphy
- Other: Instagram (Wedding side) @wishtree_invites
Image Credits
The Notley Creative
Photography by Emma
Laura Kelly Photography
Nat Spencer Photography
Lace and Luce
so if you or someone you know deserves recognition please let us know here.
