Year in ReviewYear in ReviewYear in Review
2023 IN REVIEW

Year four of running a solo design business was a year of duality. While at times painfully uncertain, I still experienced a lot of joy. If I could sum up this year, I would say it was a fine balance of allowing myself to feel it all without completely losing myself. I frequently danced back and forth from allowing myself to experience bliss and relax into life to tightening my grip on what I felt I could control. This was the most challenging year I've experienced as a solopreneur. Now, that's a broad statement, so let me clarify. This was the most mentally and emotionally challenging year for me as a solopreneur. Even after all of the self-work I had done up until this point, I still was not prepared for the mental and emotional toll such a financially uncertain year would bring. Luckily self-reflection, specifically this Year In Review, has given me a clearer lens to analyze my perception alongside reality. This was by no means a bad year, as the numbers show. But, as shared in last year's review, the numbers rarely show what is going on under the surface. Without further adieu, I give you year four in review.

2023 IN REVIEW


Year four of running a solo design business was a year of duality. While at times painfully uncertain, I still experienced a lot of joy. If I could sum up this year, I would say it was a fine balance of allowing myself to feel it all without completely losing myself. I frequently danced back and forth from allowing myself to experience bliss and relax into life to tightening my grip on what I felt I could control. This was the most challenging year I've experienced as a solopreneur. Now, that's a broad statement, so let me clarify. This was the most mentally and emotionally challenging year for me as a solopreneur. Even after all of the self-work I had done up until this point, I still was not prepared for the mental and emotional toll such a financially uncertain year would bring. Luckily self-reflection, specifically this Year In Review, has given me a clearer lens to analyze my perception alongside reality. This was by no means a bad year, as the numbers show. But, as shared in last year's review, the numbers rarely show what is going on under the surface. Without further adieu, I give you year four in review.



2023 IN REVIEW

Year four of running a solo design business was a year of duality. While at times painfully uncertain, I still experienced a lot of joy. If I could sum up this year, I would say it was a fine balance of allowing myself to feel it all without completely losing myself. I frequently danced back and forth from allowing myself to experience bliss and relax into life to tightening my grip on what I felt I could control. This was the most challenging year I've experienced as a solopreneur. Now, that's a broad statement, so let me clarify. This was the most mentally and emotionally challenging year for me as a solopreneur. Even after all of the self-work I had done up until this point, I still was not prepared for the mental and emotional toll such a financially uncertain year would bring. Luckily self-reflection, specifically this Year In Review, has given me a clearer lens to analyze my perception alongside reality. This was by no means a bad year, as the numbers show. But, as shared in last year's review, the numbers rarely show what is going on under the surface. Without further adieu, I give you year four in review.


2023 IN REVIEW

Year four of running a solo design business was a year of duality. While at times painfully uncertain, I still experienced a lot of joy. If I could sum up this year, I would say it was a fine balance of allowing myself to feel it all without completely losing myself. I frequently danced back and forth from allowing myself to experience bliss and relax into life to tightening my grip on what I felt I could control. This was the most challenging year I've experienced as a solopreneur. Now, that's a broad statement, so let me clarify. This was the most mentally and emotionally challenging year for me as a solopreneur. Even after all of the self-work I had done up until this point, I still was not prepared for the mental and emotional toll such a financially uncertain year would bring. Luckily self-reflection, specifically this Year In Review, has given me a clearer lens to analyze my perception alongside reality. This was by no means a bad year, as the numbers show. But, as shared in last year's review, the numbers rarely show what is going on under the surface. Without further adieu, I give you year four in review.

In 2023, I have...

10

COMPLETED
10 PROJECTS,

5

ACROSS
5 INDUSTRIES,

1

SETTLED INTO
1 NEW CITY.

A Rough Timeline of Significant Events

JANruary
I start this year on a high note and attend the Fancy Food Show in Las Vegas in hopes of fostering new relationships with like-minded founders.

This month I also have 3 promising proposals fall through, which will continue to be a trend for the coming months.
FEBRUARY
February is another relatively quiet month. I sign on another packaging project with an existing client, Shmelke's, to expand their inital product launch.
MARCH
I'm reconnected with an old acquaintance at Redesign Health and sign on to what will be the first of three projects together this year.

Toward the end of the month, I take a trip to Mexico City with some friends and completely fall in love with the city's energy, culture, and people.
APRIL
April is another slow month. At this point, I'm starting to notice this is abnormal compared to previous years and am remaining positive that more work is coming soon.

Toward the end of this month, I take a trip to Sedona and the Grand Canyon with my mom which proves to be very peaceful and restorative.

Simultaneously, I decide its time to invest more into my studio's growth and join IndeCollective: a 10-week modern MBA cohort where I meet other like-minded independents growing their solo-run businesses.
MAY
Another slow month. Some mild panic starts to set in around this month. I've never experienced such a long stretch of no new business.

I co-pitch a project with my friend Brandy, whom I met through IndeCollective, but learn they decided to move forward with a larger agency. Although disappointing, we take this as a huge compliment that we were in the running. 
JUNE
I sign on to another project with Redesign Health. 

Towards the end of this month, I take a trip back to Maine to visit family and friends. Although it rains nearly the entire 3 weeks I'm there, its grounding to be back and see those closest to me.
JULY
July is another slow month. At this point, I've been having multiple conversations with friends in the industry who confirm it's also been a slow year for them. This eases my nerves a bit, but I'm still feeling the pressure to lock in new projects to keep the lights on.

Later this month, I take on a pro bono project with another IndeCollective Alum, Mary Lemmer, to help launch a new-to-market specialty packaged goods brand in the US.
AUGUST
It's starting to feel like things are picking up again. I'm getting back into a flow with work and sign onto a new beverage brand project with Redscout. I say yes to another small project with Shmelke's, and sign on to another healthcare project with Redesign Health.
SEPTEMBER
Things are running smoothly this month with the new projects I've signed on last month.
OCTOBER
I sign on a project with Dermalogica to help them with their ClearStart line. I've long been wanting to get into the beauty space, and this project coming through feels like the biggest win.

Later this month my partner and I take our first trip together to Costa Rica. While it was on neither of our 'must see' lists, we got to witness the absolute beauty of the rainforest.

This month also marks another record revenue month of $33,975. 
NOVEMBER
November is another smooth month. No new projects come in, but things are generally flowing well.
DECEMBER
I sign on to a small project to help two founders with their pitch deck. While this is not the type of project I typically take on, it's a rewarding one. This month opens me up to considering taking on projects that are different from the norm—in budget, industry, and scope.

Project Breakdowns

By Industry

4

SPECIALTY PACKAGED GOODS

3

HEALTH & WELLNESS

1

CONSUMER
SOCIAL APP

1

ALCOHOLIC
BEVERAGE

1

BEAUTY

By Service

3

BRAND IDENTITY

3

PACKAGING

1

WEB DESIGN & DEVELOPMENT

1

BRAND FOUNDATION
& STRATEGY

1

PITCH DECK
DESIGN

1

BRAND AUDIT & BRAND SYSTEM REFINEMENT

By Budget

3

$0K - $5K

1

$5K - $10K

6

$10K - $30K

By Timeline

7

0 TO 2 MOS.

2

2 TO 4 MOS.

1

4 TO 6 MOS.

YoY Breakdowns

Revenue

$73,460

2020

$120,033

2021

$138,646

2022

$130,017

2023

Growth

9%

2020

 

64%

2021


15%

2022


-6%

2023

Projects

23

2020


16

2021


11

2022


10

2023

Biggest
Challenge

Building my network.
Learning to scope and price projects.
2020


Saying no to projects that don't align with my values.
2021


Slowing down. Receiving.
Providing high-value services.  
2022


Navigating uncertainty. Practicing self-compassion & resilience.
2023

 

Listening

(Top track)

YIR-2023-06

I've Been In Love

JUNGLE

Reading

YIR-2023-07

David and Goliath

MALCOLM GLADWELL
(Largest Impact)

 

YIR-2023-08

Klara And The Sun

KAZUO ISHIGURO
(Favorite)


Visiting


YIR-2023-01

Las Vegas, Nevada

JANUARY


YIR-2023-02

Mexico City, Mexico

MARCH


YIR-2023-03

Sedona, Arizona

APRIL


YIR-2023-04

Stonington, Maine

JULY


YIR-2023-05

La Fortuna, Costa Rica

OCTOBER

Dining

(Favorite Dish)

 

YIR-2023-09

Tamales de Elote con Apionabo y Crema Ahumada


RESTAURANTE ROSETTA

Drinking

(Favorite Drink)

 

YIR-2023-10

Contrarian (N/A)


HEAVY FEATHER

Favorite Project

Favorite Feeling

Falling in love

Major Shifts (Again)

Coming off a high from the previous year, I anticipated the growth trend would continue upward. This year I experienced a record number of lost proposals. However, I also realized a new record revenue month. Life is funny that way. I decided to shift my focus to generating leads through my existing network and continue to strengthen existing relationships. I focused very little attention on marketing and again submitted to no awards or publications. While I've been lucky enough to have a consistent workflow, I tapped my network HARD this year. I leaned on my peers and had more supportive conversations than I can count—Brandy Cerne, Peter Sather, Britton Stipettic, Adam Danielson, Kyle Showen, among many, many others—you kept me sane this year.

Leads

10

WON

7

LOST

5

EXISTING CLIENT

5

CLOSE NETWORK

Revenue

(Per Project)


$0
(Pro Bono)

LOWEST



$20k

HIGHEST



$10k

AVERAGE



$15k

MODE

Recognition

1

AWARDS WON


0

AWARDS SUBMITTED FOR


2

INTERVIEWS

Time On

(Weekly average)

30

HOURS

Time Off

6

WEEKS

What's Next

This year was tough. It made me rethink what running a sustainable design practice looks like and if practicing independently is even for me long-term. It made me question my self-worth and if I was still good enough. This was a year that asked more questions than gave answers. Most importantly, it made me realize I needed to reconnect with myself and continue to work through limiting beliefs and unhealthy thought patterns again. Looking ahead, I don't know what this new year will bring, but I've decided to remain open and follow what feels good and right to me. That may look like continuing to practice independently and that may look like working full-time again. What I do know is, I want to collaborate more frequently with other people—whether that means working with larger teams, or teaming up with other independents. Here's my wishlist:

INDEPENDENTS
AGENCIES & STUDIOS

Adam Danielson (again)
Bérénice Golmann
Bianca Smith
Brandy Cerne
Carolyn Bothwell
Connor Linde
Emily Chen
Gus Esseltyn (again)
Haruko Hayakawa

Kate Seaton
Kyle Showen
Leah Wendzinski
Liz Olson
Molly O'Neill
Morgan Garleff
Rachel Brandenberger
Sean Nemetz
Taylor Slyder

Creech
Designsake
High Tide
HermanScheer (again)
Hugo & Marie
King & Partners
Mother Design
Mucca
Mythology
Nice People
Parker Studio

Red Antler
Redesign Health (again)
Redscout (again)
Rogue Studio (again)
SDCO
Smith & Diction
Superette Studio (again)
Stranger & Stranger
Werner Design Werks
Zeus Jones (again)

NOW BOOKING Q2 & BEYOND —NOW BOOKING Q2 & BEYOND —NOW BOOKING Q2 & BEYOND —
SLC-Primary-Logo-Black
STUDIO HOURS (CST)
Monday - Friday:
10am - 5pm
WANT TO HEAR MORE FROM US?


©2024 Studio Libby Connolly LLC