2022 business recap
2022 was my first full calendar year as Good Mood Design Co. and goodness, did I learn and evolve during that time.
There are countless ways to measure and evaluate a year, but I’ll break down just a few and share some thoughts on what I learned and what I expect to change in 2023. As I’ve navigated the launch of a small business, I’ve read countless blogs from other designers and entrepreneurs who’ve pulled back the curtain, and it’s been so helpful. I hope this might be the same for anyone working to grow and evolve as a business owner!
Branding
I took on a wide variety of brand identity projects this year, which gave me the chance to refine my process so much over time. I also strategically adjusted my pricing throughout the year, weighing the quantity of leads who said “yes” vs. “no” at different price points. This was pretty terrifying, as of course you get more “no’s” as your prices increase.
BUT, in the second half of the year, I saw some magic happen. The inquiries I got were dream projects. I was able to take on fewer clients at a time and go deeper with them, incorporating in-depth brand strategy before we dove into the design work. Personality-wise, these women clicked with my business and processes — I genuinely grew to consider them dear friends in the process. And most unexpectedly, I found some elements of an industry niche that I hope to pursue more intentionally in the future: I absolutely love getting to work with female creatives. Artists, interior designers, photographers, textile designers, retail shop owners.
I’m so drawn to art and design of every kind, but I don’t have the skills or the capacity to dabble in every medium. So what a JOY to dig deep into these worlds with women who are so talented at what they do, and to have the chance to provide them with strategy and branding that elevates their business for years to come.
I found that these dream clients are also typically a few years into their careers. They have a clear understanding of their “sweet spot” and therefore understand the investment of bringing in a professional to do the work that isn’t their specialty.
I plan to continue refining my packages and pricing to appeal to this target audience, but also to strategically use marketing, content, and visuals to support these goals.
Weddings
I took on a large number of custom wedding projects this year, and while the clients were wonderful and the final project is so satisfying to hold in my hands, the process drained me.
No one needs to be informed that the supply chain hasn’t been ideal since 2020, and the wedding stationery industry is still feeling the effects. We faced paper shortages, shipping delays, price increases, and so many more problems totally out of our control.
While my clients were continually gracious and understanding, I found that the weight of not being able to deliver on their dreams was a heavy one for me to carry. Even if the shortage of pale blue envelopes is completely out of my control, at the end of the day my name is on the final product and I hate delivering anything less than what I promised.
For now, I’ve closed down the weddings side of GMDC, but I’m stirring behind the scenes on some ideas of how to bring it back in a more sustainable way. Keep your eyes out — I have many overly-ambitious thoughts of what I can dream up during maternity leave…
Other Projects
While most of what I use in my portfolio entails brand design, I took on many miscellaneous projects throughout the year.
This year that included a handful of book covers that will be released in 2023! I worked with fantastic, strong female authors Lysa TerKeurst, Rebekah Lyons, and Heather MacFadyen, as well as a handful of other authors on non-book cover projects like social media design and print deliverables.
I honed some new skills in trying out textile design with Piccadilly, a local brand who creates the most fabulous bespoke clothing for women and little ones — a skill I absolutely adored learning and hope to continue incorporating into my work.
I also worked in a retainer capacity with the team at Jennie Allen Ministries, which has been a true joy in every way. They are doing such impactful work, and to get to touch a few of the projects they put out is such a blast.
And finally, I took on some things you’ll likely never see in my social media feed, like invitations for a nonprofit gala in Charleston, pitch decks for commercial real estate groups, and a 20th anniversary logo for a local wealth advisory firm.
As I build my client base and focus in on a niche, I think some of these miscellaneous projects will have to shift off my plate, but I think there’s much to be said about diversifying your workload a bit to keep your brain fresh and never bored.
Major Shifts Coming
As you may already know, I’ll be navigating my first maternity leave in the spring! So, some big changes are in the works for my time and capacity. I’m excited about the forced growth in learning to use my time only in the best ways, leaving the rest to love my family well. I believe having some new boundaries will force me to focus on what matters and not spend as much time spinning my wheels or taking on projects that aren’t a great fit.
In general, I feel so thankful and proud of what I learned and the ways I adapted in 2022, and I cannot wait to see what is to come in this new year of business!