2025 was a year of refinement, not reinvention.
It challenged us to slow down where it mattered, sharpen how we work, and continue to listen closely to our clients, our team, and to the process behind the work. It also pulled us into industries and challenging spaces we didn’t expect but fully embraced, from healthcare and AI to naval architecture and marine engineering (which, as it turns out, is far more complex than it looks from shore).
This reflection builds on our 2025 recap and captures the lessons that are shaping how we’re approaching the work ahead.
Curiosity Turned Out to Be a Strategic Advantage
In 2025, we spent even less time assuming and more time learning, per usual.
Our work required us to step into deeply technical environments, regulated industries, complex systems, and specialized audiences. That meant asking better questions, doing the homework, and respecting the expertise our clients bring to the table.
We didn’t aim to become industry experts overnight (though sometimes that happened). Instead, we focused on becoming informed partners, able to translate complexity into clarity* and strategy into something actionable. That shift consistently led to stronger thinking and more credible creative work.
*We created 13 shipbuilding metaphors to walk a team of engineers through the complex web design and development process.
Process Didn’t Slow Us Down, It Built Trust
One of the clearest takeaways from the year was how much clarity accelerates collaboration.
As we refined how projects move, from reviews and feedback to content freezes and launch readiness, we saw friction decrease. Clear expectations and documented decisions made it easier for everyone to stay aligned, especially as teams and stakeholders grew.
Rather than limiting creativity, a strong collaborative process created space for it. Fewer surprises meant better conversations, faster momentum, and more confidence on both sides of the partnership.
Being in the Room Still Changed the Outcome
Remote work continued to be efficient and effective, but 2025 reminded us that some moments benefit from physical presence. From filming to workshops, and critical decision points, in-person collaboration consistently elevated the process. Shared presence sharpened focus, accelerated decisions, and created space for deeper connection.
That didn’t mean every project required travel or a room full of people, but it reinforced the importance of being intentional about when in-person time truly adds value.
Clients Weren’t Asking for More — They Were Asking More Specific Questions
One theme came up repeatedly in conversations throughout the year: confusion.
Not from a lack of information, but from too much of it. Questions around SEO myths, AI-supported workflows, UX decisions, and video formats surfaced again and again. What clients wanted wasn’t another trend report, they wanted perspective (from experienced creatives).
They wanted someone to say: here’s what we’ve seen work, here’s what actually matters, here’s what doesn’t, and here’s how to think about it. That reinforced the role we play not just as makers, but as guides, helping teams navigate noise with confidence.
Growth Didn’t Always Announce Itself
2025 wasn’t without its challenges. It asked us to adapt quickly, rethink assumptions, and support one another through moments that required patience and resilience.
It also reminded us that growth often shows up quietly, in better habits, clearer communication, and stronger collaboration. And yes, sometimes in unexpectedly deep knowledge of things such as state park regulations.
Those moments added up to a team that feels more grounded, more intentional, and more assured in how we work.
Looking Ahead
As we move into 2026, the goal isn’t to do more, it’s to do things with more intention.
The lessons from 2025 reinforced the importance of curiosity, clarity, and trust. They shaped how we approach discovery, collaboration, and decision-making. And they continue to influence the kind of work we want to put into the world: thoughtful, strategic, and built to last.
Here’s to what’s next! Looking to work together in the new year?