So, How Do We Sum Up 2025?
It didn't start perfectly, but friction turned out to be exactly what we needed
⏰ Short on time? Here’s the nutshell…
Creative and sustainability sectors took a hit, “purpose” became oversaturated, but we navigated meaningful progress anyway
Team evolved with new life milestones (baby!) and fresh talent joining to keep momentum strong
Delivered numerous projects including two announced at COP, plus standout events like World Design Congress and 10 years of B Corps celebration
Key learning: Progress is sticky, uncomfortable, and full of friction, but that’s where genuine growth happens
So, how do we sum up 2025 at Driftime?
It didn’t start perfectly. Creative and sustainability sectors took a hit. “Purpose” became so oversaturated the word lost its punch. Bit bumpy, if we’re honest.
But things found their feet. We navigated a significant shift in our brand positioning, questioning how to articulate what we do when the language around it feels exhausted. That friction? Turned out to be necessary.
Behind the work, life kept happening. One team member welcomed a baby, prompting us to bring in new talent. The team dynamic shifted, evolved, came out stronger.
The projects kept flowing. Numerous throughout the year, two announced at COP, many more going public next year with case studies we’re genuinely excited to share. Each one pushing clients into new territory, each one teaching us something unexpected.
We showed up for standout moments. World Design Congress with Design Declares, exploring design’s role in driving meaningful change. Celebrating 10 years of B Corps in the UK with our Take 10 party and B Lab UK, combining rigorous JEDI workshop with Brazilian bands and belly dancing because meaningful work and genuine celebration aren’t mutually exclusive.
The year reinforced something crucial. Progress is sticky, difficult, full of friction, and almost always uncomfortable. It doesn’t move in straight lines. Ebbs and flow, swings and roundabouts. The only way through is maintaining focus whilst trying to have some fun along the way.
Proof that you can navigate challenging industry conditions and still show up for what matters. Both the work and life beyond it.
Huge admiration and gratitude to our small but wonderful team. Pushing clients into new territory, showing up optimistic despite uncertainty, giving me the opportunity to learn every day through their actions.
A big thank you to every client who trusted us with their challenges this year, new and old. To everyone who gave us energy to navigate another friction-filled year whilst keeping eyes on long-term impact.
We’ll be back in 2026, ready to embrace whatever uncomfortable progress comes next.
Our word? “Friction.” Because that’s where growth and progress actually happens.
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