Looking back at 2024 - London Branding Photographer
It’s the 2nd of January 2025, which means I’ve been reflecting on 2024 quite heavily in the last few weeks.
Last year has had a lot of ups and downs and when prompted what my word of 2024 is, it came to me in an instant.
TRANSFORMATION
A big word with different meanings for me. On a personal level I worked a lot on my mindset around grief, confidence and self-worth. Another focus was mental and physical health which resulted in doing something drastic and losing quite a bit of weight since the start of the year, this actually helped with the confidence part in some way. Not because I’m slimmer, but because I feel better and healthier. Being more aware and intentional about my self-care, physically and mentally, was a big game changer in 2024.
On a business level I’ve had one of my busiest years, for the first time in 10 years as a freelancer I was solidly booked for 2 months in advance. I’m a big believer in talking about the downs as well and while the first half of 2024 was crazy busy, I really struggled this autumn, I had barely any enquiries for a good 4-6 weeks and a big job I counted on to tie me over the winter months fell through as well. This was really tough and a strong reminder, that even when you’re doing well overall, there are no guarantees. It’s a constant work in progress.
One of my goals for this year was to show up more, be visible and if you follow me on social media you may have noticed more behind-the-scences reels, selfies with clients in my stories and just overall showing up more across LinkedIn and Instagram. I also joined some awesome communities (shout out to Wild Co-Working, The Content Club by Jess Bruno, The Wilder Collective & Janette Wong Community) and attended virtual and in-person networking events that had me meeting and making friends with some new amazing people. It turns out I enjoy networking if I attend the right events that align with my values.
While transformation is this year’s word, connection is a close second. I probably don’t have to tell you that being self-employed can be a lonely place to be, seeking out events where I met like-minded people and going to co-working days to feel a sense of belonging were lifesavers and helped me transform myself and my business in many ways - a full circle realisation if you will.
While offering video is something that started in 2023 on the down low, it has definitely grown into a full-blown service in 2024. From B-roll, to promotional and brand films as well as some drone footage, it’s something I thoroughly enjoy offering to my clients and has injected a new bout of creativity into my life and business. I can’t wait to do more hybrid/video projects and refine my video services in 2025.
It’s one of the reasons I signed up to Victoria Hutton’s 12-week video cohort this autumn. The course is designed to help photographers improve their video skills and build a successful business around that, this was super helpful to fill the gaps I had, but also to show me what I already was able to achieve and where I could improve my business and the experience for my clients, present and future.
To end this reflection I want to share a few highlights and lessons I’ve lernes over the past 12 months and well as my goals for 2025.
2024 Highlights
Worked with lots of lovely clients from a variety of industries (yoga teachers, doctors, coaches, estate agents, architect, nutritionist, meditation teachers, therapists, accountants, stylist, podcasters, jewellery & candle makers, artist, musician, activists and many more)
Attended the last ever “SNAP Photographer’s Conference” in Folkstone and had the most amazing time connecting with old and new friends
Video bookings increased tenfold
Stayed in Germany for 4 weeks in the summer to spend quality time with family and friends as well as a short work trip to Berlin
Bookings rose by over 20% compared to 2023 (but were more clustered than evenly spread out throughout the year)
Signed-up to more workshops and courses to work on my businesses, not just in it.
Met lots of lovely small business owners and fellow creatives through communities and networking
Actually enjoyed showing up more on social media and grew my Instagram account by 35%, by changing the way I think about social media and marketing
Officially 5 years cancer-free!
2024 Lessons
Things I learned in 2024.
Not putting too much pressure on myself to do things I thought I have to do in a certain way, rather than doing them in a way that suit me & align more with my values.
Networking doesn’t have to be awkward and something I dread. Don’t treat it as a sales strategy, rather than a way to show up and make meaningful connections.
Stand up for yourself and don’t let others treat you unfairly. Know your worth.
Be proud of how far you’ve come and don’t be shy to talk about it.
Celebrate the small wins as well as the big ones.
Being more intentional about self-care and work-life balance is important and will help you and your business in the long run. If you don’t look after yourself no one else will.
2025 Goals
I want to work with more businesses in the wellbeing industry and book at least 1-2 retreats.
Showing up even more by being a guest on podcasts/lives and collaborating with other business owners.
Revamping my mini sessions and potentially combining them with an educational/networking event.
Increasing my video/hybrid bookings by 15%.
Booking a holiday abroad with no work attached to it.
