Every year, I step into this reflection with a mix of end-of-year fatigue, new-year ambition, and the kind of gratitude that only comes after you’ve climbed a few mountains (and tripped over a few rocks). 2024 is no different.
Deep sigh. Eye roll. Slightly unhinged laugh.
This year was no walk in the park. But rather than sugarcoat it, I’m giving it to you straight — starting with the mess and ending with the magic.
Where logic ends and head-shaking disbelief begins. Here’s the shortlist:
🤨 The American election outcomes — a plot twist no one asked for, but here we are.
🤨 Time Magazine’s Man of the Year cover — cue existential crisis.
🤨 The AI tidal wave — a rush of innovation, confusion, and fear-mongering all at once.
🤨 The worsening statistics impacting women and children — rage is an understatement.
🤨 Projects lost after pouring in brain, heart, and caffeine — still hurts every time.
🤨 Entering the peri-menopause phase of life — plot twist I did not see coming.
🤨 Being told by our Head of Ops to take down festive decorations because “it’s scheduled for Monday with the Social Committee” — IYKYK.
If this section were a movie, it would be directed by Jordan Peele.
The tricky bits. The uphill climbs. The "we're stronger for it" moments (that nobody asks for).
🙈 The economy and cost of living crisis — impact? Absolutely.
🙈 Budgets that took 3x longer to get approved — slow yeses are better than no’s, but still.
🙈 Parting ways with legacy partnerships — it’s called growth, but it still stings.
🙈 The headwinds of leading an independent business — some days you feel like Beyoncé, some days it’s more like Sisyphus.
But here’s the part we all look forward to — the wins. The sparks of joy, the hard-earned achievements, and the milestones that remind us why we do what we do.
🌈 We turned 13! And what better way to celebrate than with a "Teenage Rebellion" party that lived up to its name.
🌈 We won new projects (yes, even after pouring in all that mental and physical energy — proof it was worth it).
🌈 We honored 26 of our best projects from the past 13 years with a Poster Exhibition — a beautiful way to reflect on how far we’ve come.
🌈 We invested in our future by creating our own brands, set to launch in 2025!
🌈 We were recognized by our industry peers with 18 awards (someone check that count for me, but yes — EIGHTEEN).
🌈 Agency-life satire from Rob Mayhew — comic relief we didn’t know we needed, but absolutely did.
🌈 Moments of gratitude from clients and industry partners — those unexpected acknowledgments that fuel us for weeks.
🌈 Our new office, podcast studio, and event space came to life, and it’s been amazing to see how it's already transforming the way we work.
🌈 Season 2 of the Bite Big Podcast launched — if you haven’t listened yet, it’s worth it. Trust me.
🌈 Creative inspiration from The Design Conference — there’s nothing quite like being surrounded by brilliant, like-minded thinkers.
December is also when we run our Annual @Edison Awards, a democratic process where the whole agency votes to recognize the people who have shown up, improved, and lived out our agency values. Normally, we pick two winners, but this year I threw in a Wild Card just because — why not end the year on a high?
Each winner receives a personal gift, handpicked (and wrapped) by yours truly, because recognition should feel special.
Award: "Side by Side" 🫶
This award celebrates those who celebrate our wins together and step up to be part of the solution when times get tough.
🏆 Winners: Mike and Steph — congratulations for being this year’s most-voted recipients.
Shoutout to Liz, Matt, Steve & Niki, who were right behind them — your support doesn't go unnoticed.
Award: "Courage to Push" 🚀
This award goes to those who challenge the status quo. It’s for those who believe that good is never good enough and aren’t afraid to shake things up, bite big, and aim high.
🏆 Winners: Our Senior Design Director @andrew Christensen (who only joined us this year!) and… well, me (not awkward at all). It means a lot to be voted for by the team. Honorable mentions to Cal and Gabby for being right up there too. Your boldness inspires us all.
Here’s the thing about reflecting on a year: it’s messy. It’s not all confetti and standing ovations. Some parts of 2024 were objectively difficult. Some were flat-out bizarre. But, in between, there were moments of magic — moments that make you sit a little taller, breathe a little deeper, and say, “Damn, we did that.”
The "ugly" will always be there. The "bad" will test you. But the "good" — the good is where the magic lives.
As we step into 2025, I’m bringing that energy with me:
The courage to push (for better, not just for more).
The pride of a legacy 13 years in the making.
The perspective that comes with getting knocked down — and standing right back up.
To my team, my industry community (you know who you are) and every client partner that stood with us this year — I see you, I appreciate you, and I thank you.
Here’s to next year being just as wild, just as sassy, and hopefully a little less downright Ugly.
Onward, always.
