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A YEAR-END REFLECTION
Reflecting
forward
by Sanne de Wild
As the year comes to a close, it's the perfect time for reflection. Sometimes, I have to pinch myself and ask: Is this really my job?
The privilege of collaborating closely with visionary entrepreneurs who are driven by a mission feels almost surreal. I have the opportunity to contribute to the development of new brands, shaping, molding, and perfecting them into something remarkable. Creating a powerful brand message—visually, verbally, and through movement—is a journey that culminates in a complete brand universe where all elements come together to define a brand’s character.
My critical eye, honed through years of experience (to the occasional dismay of those closest to me), plays a crucial role in this process. Yet, this perspective also leads to moments of inner conflict. At Phoney, we strive to create brands that are built for the future—brands that shape the world of tomorrow with their vision and authentic voice. But alongside this creative pursuit, I also bear the responsibility of running a business. I have a team whose salaries depend on me. This reality means I’m not always in the position to exclusively choose groundbreaking, forward-thinking brands.
This dichotomy brings up an intrinsic question: Through my work, am I contributing to meaningful progress, or am I merely fueling more capitalism and consumption?
This tension is not a roadblock; it’s a guidepost. It’s a reminder to consciously choose the projects that align with my values whenever possible and to keep advocating for change from within. The truth is, every step forward—no matter how small—counts.
The landscape is shifting. More and more brands are embracing sustainability, authenticity, and long-term impact. As creatives and business leaders, we hold the power to shape this trajectory. By asking the tough questions and making intentional choices, we can influence the world of tomorrow.
Here’s to a new year filled with purpose, progress, and partnerships that inspire. Let’s continue building brands that matter, not just for today but for generations to come.