We launched nowthen in March 2023. Although it hasn't been a full year yet, as 2023 is coming to an end, it feels appropriate to take a minute to stop and reflect.

So here are a few takeaways from (almost) a year filled with trial and error, relationships, new connections, product releases, sweat, and laughter.

Projects highlights

Launching Kabin

We’ve spent a big chunk of 2023 working with the Wayfarer Group on the launch of Kabin, a tech-enabled hotel chain for the modern traveler. For Kabin, we’ve designed 4 different products: the online booking platform, the mobile app that powers the guest experience, a tablet app to handle check-in and other procedures at the front desk, and Materia, the behind-the-scenes software used by the Kabin staff.

It is a great privilege to work with this amazing team on such a fun project, and we are excited to continue growing Kabin in 2024.

Growing Chubic

Throughout 2023, we have worked closely with the team at Aeco Lights on pivoting, launching, and growing Chubic, the online lighting design assistant. Chubic brings innovation to an industry with strong inertia, and breaking through hasn't been easy. However, with thorough user research and more than 10 iterations on the product concept, we believe that Chubic is very close to transforming professional lighting.

In addition to building the product, we are supporting the team with marketing and acquisition, including website development, online content creation, and PR. 2024 will undoubtedly be a year of transformation for Chubic, and we are excited to be a part of it.

Researching, posting, and more…

We’ve also worked on researching the travel behaviors of inbound tourists in Japan, designing a music streaming service (launching early next year!), creating social media content for a premium food business, helping an HR-tech company introduce itself to the world, designing an online travel guide for the town of Fujiyoshida (launching early next year as well), and more.

On building a studio

Positioning is everything

In the first few months of nowthen, we experimented with various offerings, mission statements, and types of clients. Initially, our instinct was to be an all-in-one, generic studio, and to go after big budgets.

However, things really started to take off when we narrowed down our positioning: the fractional design for early-stage ventures. We arrived at this positioning by analyzing where we were gaining traction (identifying a market need) and by recognizing the type of work that truly excited us.

Having a clear understanding of the type of clients we wanted, and the work we were best suited to do, not only made pitching and decision-making easier but also allowed us to attract the right opportunities. Or as we tend to say: what you focus on grows stronger (and you can’t focus on everything).

Giving is the best marketing

Every time we have been generous, shared advice or learnings, done favors for others, introduced talents to companies, mentored founders, or provided free workshops, we have seen the benefits come back tenfold.

We never expect anything in return, and even if nothing ever came back, we would still continue to do it. However, it turns out that this generosity has allowed us to meet incredible people, gain exposure, build credibility, establish connections with some of our largest clients, and recruit team members.

If there is one thing we are certain to carry over to 2024, it’s that pay-forward attitude.

Clients are teammates

When joining the company, one of our interns asked us "What type of relationship do you have with clients?" The natural response that came to mind was, "For better or for worse, they're more like teammates than clients.”

With our fractional-team model, the people we spend most of our working time with are actually our clients. We’re in 8 different slacks, 3 clickup workspaces, join 4 different daily/weekly meetings, and regularly get invited to team dinners or drinks.

It allows us to feel a true sense of ownership over our work, and as a result, it has led us to produce some of our best work. It also made us realize the importance of collaborating with teams that we have good chemistry with.

We consider ourselves extremely fortunate that all of the companies we currently support are led by incredibly talented, kind, and insightful individuals — it has truly made our year.

Rejection is good

Throughout the year, we’ve had a 40% conversion rate. This means that 2 out of 5 proposals we send out turn into projects right away (and 3 don’t). For us, it's honestly a good place to be. It’s enough to ensure a sufficient influx of business, and as the same time, we're completely fine if every proposal isn’t a win.

Firstly, we have realized that when a prospect says no, it’s often a "not for now" rather than a permanent rejection. For some of them, our fee may seem like a tough investment, and pushing them to make that investment right away is never a good thing. Often, companies that turned down our proposals tend to come back months later with a bigger challenge and more funding.

In other cases, it simply means there was a better match out there for both of us. We are not for everyone, and that is a good thing. The people we end up working with truly see the value in what we offer, and that’s all that matters.

Culture starts on day one

In just a few months, we have expanded the team from 2 to 6 core members. Although this may not seem like a significant increase, it’s enough to make us realize the importance of being intentional with our internal culture. In companies, habits and vibes tend to take root early on, and while we may not have complete control over it, it’s important that we set the course in the right direction.

It’s really all about the people

Big shout out to the people we’ve had the pleasure of working with this year: Elisa, Adam, Zijin, Emy, Eri, Eko, Mikah, Tomoe, Teresa, Martin; a big thanks to those who have mentored us, advised us and helped us grow: Agustin, Paul, Heather, Sonia, Aude, just to name a few; and of course to our awesome clients too.

Looking forward

It’s looking like 2024 will be a transformative year for us. Well, to be fair, it’s looking like 2024 will be a transformative year for both the design/creative industry and the tech/startup world, and we happen to sit at the intersection of the two.

But as a young studio, we truly believe that we have an opportunity to support the people and companies who will seize the current technological and social shifts to reinvent what business and play look like.

See you next year,

Raphael and Apolline.