Looking Back, Moving Forward
25 Lessons from 25 Years
What started as a true leap of faith 25 years ago has turned into one of the most rewarding adventures of my life — growing a creative business that helps others to grow theirs. This month, New Leaf is celebrating 25 years in business — a milestone that feels both unbelievable and humbling at the same time. (And my how things have changed for designers over the past 25 years!)
Along the way, I’ve learned lessons about design, branding, client collaboration, entrepreneurship and creativity — lessons that go way beyond color palettes and font choices. So to celebrate I thought I’d share 25 insights from 25 years in the creative world — real world truths that continue to shape the way I work and the way I help others grow.
Design and Branding
Creativity isn’t magic; it’s a practiced skill. As my favorite author Anne Lamott says “The road to good writing is paved with failed sentences.”
Good design solves a problem, it’s not just decorative.
Trends can be fun but timeless design helps build brands.
Having constraints (like brand guidelines) makes your creativity stronger, not weaker.
Your first idea is almost never the best one – but it can be the door that leads to the best one.
Think about the “what” first before jumping into the “how”. (Strategy first, then execution)
The strongest brands are built from the inside out, not the outside in.
Consistency is key.
Less is more.
Your logo is not your brand.
Working with Clients
Collaboration creates better results.
Don’t worry about trying to impress a client – just do your best to help them shine.
Honest communication up front saves awkward conversations later.
When you listen carefully, you design more powerfully.
People remember how you make them feel more than anything else.
Never assume people “already know”. Educate them.
Business and Growth
People don’t buy what you sell – they buy what they think they will experience from it.
No one is everyone’s cup of tea – and that’s okay.
Take chances when opportunities arise, even if you’re scared.
The clients who value you most are the ones you want to grow with.
Your business will evolve — and it should.
Celebrate your wins in case no one else does.
Creativity is an act of optimism – believing you can make something better.
Sometimes the best thing you can do is plant a seed and watch it grow.
To every client, collaborator, and supporter who’s been part of this journey — thank you. I wouldn’t be here without you, and I continue to love what I do every single day. As I mark this milestone, I’m more inspired than ever to keep growing, keep creating, and help more businesses turn over new leaves. Here’s to the next chapter!