If I had to describe 2025 in one word, it would be adaptable.
Between a new administration settling in, a government shutdown grinding timelines to a halt, market instability shaking budgets, and an unpredictable news cycle upending the world of PR, 2025 came in hot. Every week felt like another curveball for business owners trying to plan, grow, or simply keep momentum.
And yet, we kept going.
This year was a masterclass in growing gracefully, if your definition of ‘graceful’ includes early mornings, hard pivots, lessons that sting a little (or a lot), and remembering to celebrate the wins while staying laser-focused on where the next new opportunity will come from. Running a small business means living in motion. You refine. You adjust. You learn. Sometimes you fall forward. And then you get back up with a more innovative strategy and a stronger backbone.
That was 2025 for us. And looking back, I can say with total certainty that this was the year we became sharper, more intentional, and stronger than ever.
Pruning for Growth
We said goodbye to a few employees this year, which was hard. It always is. But, those decisions made room for clarity. We tightened our processes, defined roles, and rebuilt our operations to prioritize scalability over speed. Growth is not always about adding people. Sometimes it is about building better systems, more transparent communication, and a team that moves together with purpose.
We reimagined our workflows, restructured how we manage projects, and found our rhythm again. What emerged was a smaller and more powerful team that is aligned on who we are, who we serve, and how we show up.
A NASA-Sized Dream Come True
Every agency has a dream project, the one that feels like a career milestone. For us, that was rebranding NASA’s Marshall Space Flight Center.
It was everything you imagined it would be. Historic, visionary, iconic. It was an honor to help shape the brand story for an institution that inspires people worldwide.
We had spent the past several years engaged with them in numerous capacities, and the new visual identity was the cherry on top of the final deliverable. We learned about their culture, spoke with their team, and dove into the historical significance of Marshall’s role in the very community we call home, which caused a love so deep that we were one day hoping to make space camp a reality.
However, it coincided with a significant reduction in NASA’s workforce, amid an unstable environment that was shaking our community to its core. It was a reminder that behind every brand are real people with real lives. That duality defined so much of this year for me. Pride and empathy. Big wins and real human stories. Big lessons and plenty of heart. Regardless of the outcome, it was a shining moment I will never forget.
Purpose-Driven Partnerships
One thing that has not changed is our commitment to work with organizations whose missions matter. This year, we supported numerous efforts dedicated to the Warfighter, with projects diving deep into strategy, recruitment, brand positioning and more. We helped several companies expand their footprint into our thriving city, and helped build a few new ones from the ground up, too.
We were also extremely proud to walk away from a very lucrative client, as well. Not all business is good business – and I was reminded of this often over the past few months. Back when I started this company, I was eager to provide services to anyone willing to pay for them – so much so that I often overlooked what was far more critical than a check that would cash: a decent human being.
There, I said it; not everyone is nice! In fact, many people are on the hunt to take advantage of small business owners – and unless you’re able to predict the future, I suggest you have some guardrails up to learn from others so you can avoid the rabbithole that #nightmareclient is sure to bring you down.
Keep in mind the impact your clients, vendors and partners have on your culture; if you focus too much on the revenue and not enough on how the work/client is impacting your team, you may find yourself in a bad situation.
The Team That Makes It Happen
This year tested us and we came out stronger, smarter, and more in tune with each other. We celebrated two weddings, went go-karting, enjoyed a baseball game, hosted numerous workshops, began building a new Flourish website, learned SO MANY new things, taught in countless classrooms, attended 30+ networking events, were nominated for awards, hired a man AND fully committed to being witches for Halloween. Our Slack channels may never recover.
We also grew professionally; team members stepped into leadership, learned new skills, and owned their roles with confidence. I saw collaboration in action, the kind where everyone leans in, shares the weight, and believes in what we are building together.
The Power of Partnership and Marriage
This year brought a significant leadership change, as we brought on Zach, my husband, as President of Flourish.
Was it scary? Yes. Was there a moment of Are we really doing this? Absolutely. Have I questioned my sanity numerous times a day? I’m not going to answer that. But it turned out to be one of the best decisions we have made for the business and for our marriage (no, seriously!).
He is analytical, where I am intuitive; steady, where I am spontaneous. Clean where I am messy. He brought structure, clarity, and operational excellence that is helping us scale with intention. And yes, having a single guy in an all-woman office has been entertaining, to say the least (his Dad jokes don’t hit quite the same way as they do at home). However, most importantly, Flourish feels more balanced and future-ready than ever. And did I mention that Zach can fix anything? Like, literally anything. Its a gift I am forever grateful for.
Using Flourish as a Vehicle for Good
Through our Ivy Initiative, we continued our commitment to serve nonprofits and community organizations at little to no cost. This year, we partnered with the Village of Promise on our largest Ivy Initiative project to date. We helped refine their strategy, elevate their messaging, and amplify the impact of their incredible work. In case you missed it, be sure to check out the interview I did with VoP Co-Founder, Bobby Bradley, here. She is an absolute God-sent of a woman; we need more Bobby’s running this planet, I can tell you that.
Did you know the Ivy Initiative grew out of my personal passion for the non-profit sector? I actually began my career in Huntsville (20 years ago) as an Executive Director for the Muscular Dystrophy Association. It was hands-down, to this day (sorry girls!) the best job I have ever had – period. I forever fell in love with nonprofit, and when we decided to start Flourish, I promised we’d find a way to bake that love in somehow. The Ivy Initiative reminds us that we are not just in the business of branding or marketing. We are in the business of better – which is what I always felt non-profit was meant to be, and we use our skills to help others achieve that.
SheBoss: Women Who Elevate Others
This was a standout year for one of my most favorite projects, SheBoss. We produced 18 new episodes featuring leaders from business, education, consulting, and nonprofit work. Every single interview reminded me why we created this series and each interview fills my cup in ways I can never truly describe. We are surrounded by so many fabulous women in this community who CARE – like, really care – about the legacies they leave behind. Its just awesome to watch unfold and we’re honored to be a part of telling their stories.
Women thrive when women amplify each other’s voices. These conversations were inspiring, energizing, and proof that leadership can be courageous, authentic, and deeply human. And one of those conversations we had this year is extra special to me, as it includes the forever-in-my-corner-and-help-me-bury-a-body-no-questions-asked gapal, Toni Eberhart. Her incredible story and impact are something I’ve always admired, and I’m honored to have captured it on our platform this year.
Elevate: Our Theme for 2026
Every year, we choose a theme to anchor our goals. This year, it is Elevate.
And it is already shaping everything we do. We are rebuilding our website (stay tuned!), refreshing our collateral, and refining our internal systems. More importantly, we are elevating how we work. We are partnering only with clients whose missions align with ours. We are holding ourselves to higher standards of strategy and execution. And we are choosing joy in the process because success without joy, is not success. It is burnout.
Our focus for 2026 is simple. Refine. Collaborate. Elevate. And have fun while doing it. 🙂
What This Year Taught Us
Adaptability and collaboration are not just survival skills. They are growth strategies. We learned that great things happen when you stop trying to do everything yourself and start building with people who want to rise with you. We learned that pruning is sometimes necessary for blooming. And we learned that even in a year full of uncertainty, with industry shifts and unexpected challenges, purpose, teamwork, and humor will always carry you through.
So here is to 2026. The year we take everything we refined and rise a little higher. And I aim to keep my husband.
