We try not to talk about ourselves much. After all, we're here to serve others, helping leaders and their organizations make their mark and create a presence in the world that will stand the test of time. It's right there in our name, whether or not you can pronounce it.

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But as we gather this week on the cusp of the one-year mark since our founding, we can't help but offer a few reflections on what’s taken us here.

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As with any matter of some complexity, two thoughts are both in tension and simultaneously true. The past year has been both rewarding and challenging.

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When the four of us took the leap last fall, we faced the uncertainty inherent in any startup: If we build it, will they come? We knew that sales cycles in this business can drag on, but how long would it take for the proverbial phone to ring? Add to this our curious choice of timing amid the chaos of economic recovery, elections, and global conflicts, and these questions only compounded.

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Through it all, we've taken the advice we’re accustomed to giving clients. We've been thoughtful about our positioning, coming to market in a distinct way. Yet we haven't been afraid to make tweaks, to keep learning and experimenting. Through dozens of published memos and Q&As, we’ve tried to let our personality and unconventional thinking shine through.

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We’ve also built a solid foundation for a company built to last. We've rigorously defined our methodology and brand-building model, built a thorough archive of case studies, and refined our deliverables. 

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(We built it all this year, confident that we’ll never have enough time to do it again.)

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We've embraced a new way of working that’s in sharp contrast to the years we spent together in the office every day, blending the flexibility of decentralized work with a commitment to in-person collaboration in key moments. Even stretching across three or four time zones, we believe we're collaborating better than we ever have. That’s the beauty of a shorthand honed over decades.

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Most importantly, we feel we've done exceptional client work. From branding a luxury resort to creating an innovative and award-winning campaign for a data infrastructure company, we've already made some splashes in the market. And while we can’t share it quite yet, we’re building a sophisticated communications toolkit for a Fortune 500 manufacturer and are currently in the midst of a global rebrand for a well-known technology company.

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We owe a debt of gratitude to these inaugural clients who have taken a chance on us. We know there's a little extra risk in choosing an upstart, but we believe you’re getting the extra attention you deserve—and are paying for. We're also deeply thankful for our loved ones who have endured the grind and uncertainty of a new endeavor, and to our vast network of past collaborators and clients who have helped us get the word out.

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Now, on the cusp of year two, we hope you'll continue to recommend us to anyone in need of what we do. Your endorsement means the world, and we promise to make it worth your while.

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This week, on the shores of Lake Michigan, we’re crafting a new set of big plans for 2025. We’ll continue to grow, push new tools and technologies, and create more strategy, story, and system essentials that allow our clients to look great while their brands and businesses thrive. And we hope to have a damn fine time doing it.

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We pledge to keep doing work that's more than just strategically sound and visually striking: it has the thoughtfulness and craft to become truly indelible.

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Here's to a banner year ahead, for all of us.

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Indelibly yours,

Matt, Thom, Mike and Jeff