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    <lastmod>2020-03-06</lastmod>
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      <image:caption>Cynthia is the best!</image:caption>
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    <loc>https://ruthlessandwellington.com/studio</loc>
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    <lastmod>2026-01-13</lastmod>
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      <image:title>About Us</image:title>
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      <image:title>About Us - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/be7cbc66-292e-4845-890d-632d1d617ab1/Susan_websize.jpg</image:loc>
      <image:title>About Us - SUSAN WEEKS Co-founder / Brand Director</image:title>
      <image:caption>A super connector, lover of nature, art, and all things Wes Anderson, a foodie, wine enthusiast, locavore, and proud mother with an incredible knack for remembering even the most obscure detail. An empath with a big heart and quick wit who knows how to get things done—on time and on budget. Susan runs point on our brand strategy, communications planning, and relationship management.</image:caption>
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      <image:title>About Us - KATIE-MARIE RUTHERFORD Co-founder / Creative Wizardess</image:title>
      <image:caption>A California-grown, Vermont native, hop lover, vegetable enthusiast, runner, biker, eternally curious creative type with a passion for sustainability. An extroverted introvert with a big imagination who dreams of building her own boat and sailing around the world one day. As our fearless creative leader, Katie is dedicated to delivering the highest caliber of design, storytelling, and creative thinking for our clients.</image:caption>
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      <image:title>About Us - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/6f5961d9-bc8b-4f7e-a076-6608ee92b214/gray-burst.png</image:loc>
      <image:title>About Us - “I love the ease in which we work, the creative energy, and laughter.”</image:title>
      <image:caption>“They lead with relationships and seek to get to know the people and brands they are working with. Unlike other consultants, they invite candor, model productive feedback, and aren't afraid to engage in kind but difficult conversations that push the work forward.” — Abby White, VP for Engagement, Vermont Land Trust</image:caption>
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    <loc>https://ruthlessandwellington.com/contact</loc>
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    <lastmod>2026-03-05</lastmod>
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    <lastmod>2026-03-05</lastmod>
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      <image:title>Home</image:title>
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      <image:title>Home - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/d956d860-b7e3-4d30-a1bb-46b990324372/squiggle.png</image:loc>
      <image:title>Home - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/e96519fc-55b1-48c9-a310-dd5eba9f9168/consult.png</image:loc>
      <image:title>Home - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/6bb67ad7-28c3-42ef-9aa9-abcf1a9a60f8/design.png</image:loc>
      <image:title>Home - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/5a98c513-7e7c-445c-b633-8bddd8108f2f/rebrand.png</image:loc>
      <image:title>Home - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/e30acf27-2e99-48c6-98fa-8bf391c7f25d/squiggle.png</image:loc>
      <image:title>Home - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/1707186644795-U6R8DL0BJTXAEMO7AL6W/Signature+Bars+-+Square_web.jpg</image:loc>
      <image:title>Home - Driving growth by design in a fiercely competitive space</image:title>
      <image:caption>Lake Champlain Chocolates challenged us unify their two signature chocolate bar lines into 20 total skus while strengthening their brand position, all within an incredibly short timeline.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/1670857160098-WNNUW3DNJSNT6A4792XH/Flynn+Rebrand+Logo+Animation-high.gif</image:loc>
      <image:title>Home - Unifying a legacy of transformative moments</image:title>
      <image:caption>The Flynn Center for the Perfoming Arts needed to evolve to attract more, and new, audiences. Learn how we reinvigorated this cultural icon from the inside out.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/1601333604041-C5UR8ZMW0JHCPUML1DU1/CO-+R+%2B+W+-97.jpg</image:loc>
      <image:title>Home - Bringing new meaning to taste of place</image:title>
      <image:caption>We helped Champlain Orchards reel it in and take credit where credit is due with a unified brand architecture that brings everything back to the passion of their people and their love of the land.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/1657305924801-U67NOLMQ8ZXDBO1YIJVR/SheFly_PantPatriarchy.gif</image:loc>
      <image:title>Home - Empowering SheFly to take flight</image:title>
      <image:caption>We created this compelling brand video to help SheFly smash their funding goals by over 200%.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/fe3bdd64-a248-461c-8af1-2cafe0c4c964/rw-studio.jpg</image:loc>
      <image:title>Home - We’re something else entirely.</image:title>
      <image:caption>Discover the passion and expertise behind R+W.</image:caption>
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  <url>
    <loc>https://ruthlessandwellington.com/latest-wav</loc>
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    <lastmod>2022-10-19</lastmod>
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  <url>
    <loc>https://ruthlessandwellington.com/process</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-05</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/1727122680695-JK3QD7R1TCNK9912N357/truth%26beauty2.jpg</image:loc>
      <image:title>OUR PROCESS</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/e155533b-a843-4c1c-8bb8-b0e16757371a/RW_icons-01.png</image:loc>
      <image:title>OUR PROCESS - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/6cb4d405-5774-455e-bf5d-a5fca7854896/RW_icons-05.png</image:loc>
      <image:title>OUR PROCESS - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/e876a789-91c7-4147-a117-b6eee3520efa/RW_icons-06.png</image:loc>
      <image:title>OUR PROCESS - Make it stand out</image:title>
      <image:caption>LAUNCH WITH CARE</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/15809b90-cc21-40b6-b832-0fd14dcb2208/gray-burst.png</image:loc>
      <image:title>OUR PROCESS - “Susan and Katie took time to get to know us…”</image:title>
      <image:caption>“…diving deep into our company culture, our clients’ personas, and our company goals and values. We truly feel like the result of that time and effort is an authentic representation of Fundriver and what we have to offer the world.” — Becky Asher, Fundriver</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/dfea477d-699f-464e-8329-62e066c84c0c/header_retouched.jpg</image:loc>
      <image:title>OUR PROCESS - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/8824349f-bbb2-46b0-8d31-8a2adbf530c9/RW_TruthBeauty.png</image:loc>
      <image:title>OUR PROCESS - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/dcbfc2a8-76d3-409a-a92e-68aa8fc88427/RW_icons-02.png</image:loc>
      <image:title>OUR PROCESS</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/599d8697be42d6b72a28573e/7e69819a-cdd4-453d-adde-9e190c016e52/gray-burst.png</image:loc>
      <image:title>OUR PROCESS - “I couldn’t have asked for a more fantastic brand agency.”</image:title>
      <image:caption>“Working with you has been an amazing experience. Our packaging is already being noticed by so many retail chains. Thank you! ❤️” — Ali Elliott, Founder, The Farmer Foodie</image:caption>
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