2024 In Review (With a Glimpse of 2023): A Personal Note from Thor

Reflecting on the journey, embracing the lessons, and looking ahead.

As I sit down to write this, I’m reminded of how much can change in a year—or five. Snowhouse Studio is heading into its fifth year of business, and honestly, that feels surreal to say. Five years of growth, struggle, resilience, and moments of joy—all the ups and downs that come with the agency game. It hasn’t been an easy road, but it’s been worth every twist and turn.

At its core, Snowhouse has always been about more than just design or strategy—it’s about crafting connections, solving problems creatively, and leaving a meaningful mark on the projects and people we touch.

This Year in Review isn’t just about celebrating wins. It’s about being real—acknowledging the challenges, the lessons, and the people who’ve made it all possible. So here’s the story of 2023, the rebuilding of 2024, and the dreams we’re chasing in 2025.

2023: A Year of Growth and Hard Lessons

If you’re looking for a 2023 Year in Review, you won’t find one—I didn’t write it. And honestly, that’s because I wasn’t ready to face the whirlwind that 2023 was. Now, with some distance, I can see it for what it was: a year of significant growth, followed by some hard, necessary decisions.

At the start of 2023, Snowhouse was thriving by many measures, carrying over the momentum from 2022. We grew to 12 full-time people, which felt like a big leap for me as a founder. For some, that might sound modest, but for me, managing a team that size while keeping projects moving and ensuring everyone had what they needed was a new kind of challenge.

By the end of the year, though, we were down to five people. That shift was heavy—it felt like a step backward. But now, I see it as the reset we needed. Growth isn’t always about adding more; sometimes, it’s about finding the right balance. Snowhouse needed to reset, and so did I.

2023 wasn’t just challenging professionally—it was personally draining, too. As a founder, it’s easy to feel the weight of every decision on your shoulders. But those moments of doubt taught me the value of persistence and trust—not just in others, but in myself.

Why It Happened

The challenges of 2023 were the result of several key factors:

• Large Projects That Dragged On: Projects meant to last three months stretched over a year due to scope changes, client challenges, and unexpected roadblocks. Delayed milestones meant delayed payments, yet we still had to keep resources engaged—creating financial strain.

• Growing Pains in Subscriptions: Rapid growth in our subscription service was exciting—but we scaled faster than we could handle. Rushed deliveries led to quality slipping and some clients leaving—a tough but valuable wake-up call.

• Good Hires at the Wrong Time: We brought on talented designers and operations staff who could’ve helped us grow into a more polished agency. But without the financial runway to sustain that vision, it became clear we’d hired too fast.

• Waiting Too Long to Act: Running a business means making bets. Sometimes they pay off, and sometimes they don’t. Looking back, I waited too long to make tough decisions. The key is to learn, adjust, and move forward.

What I Learned

2023 taught me valuable lessons:

• Don’t Take on Every Client: Saying yes to every project is tempting, especially when things feel uncertain. But ignoring red flags often leads to bigger problems later. In 2024, we focused on clients we knew we could deliver for—and it made all the difference.

• Focus on Quality Over Bandwidth: Hiring feels like the natural solution when things get busy, but relying on skilled freelancers offers flexibility without long-term costs.

• Set Clear Boundaries: Whether managing timelines, defining team roles, or setting client expectations, clarity upfront prevents issues down the line.

• Growth Doesn’t Mean More: Bigger isn’t always better. A smaller, aligned team often produces more impactful work. Sometimes, stepping back is the only way to move forward.

2024: Finding Our Groove

Coming off 2023, 2024 didn’t start easy. We had lingering expenses, unfinished business, and hard truths to address. It wasn’t glamorous—it was tough. But slowly, steadily, we dug ourselves out and found our groove.

The Team That Stayed

Through it all, the small but mighty team that stayed with me proved their resilience and belief in Snowhouse. They stood by me, even when salary payments were delayed, and their dedication gave me the hope I needed to keep going.

Former full-time employees turned freelancers also stepped in to support us during this time. Their trust and patience were invaluable, and I made sure to stay true to my word, ensuring they were paid—even if it took longer than I wanted.

To the team that stayed: thank you. Your loyalty, creativity, and commitment have been the foundation of everything we’ve achieved this year.

• Fernando: Your optimism lights up our team. Those "It will be all good" talks kept us going through tough times. Your client communication skills and eagerness to learn are remarkable.
• Darlan "PopMaster": From branding to Webflow development, your design versatility amazes us. You've truly earned that "PopMaster" nickname with your ability to bring designs to life.
• Ozge: You've brought such fresh energy as our newest member. Your design and development work continues to impress, and Cookie the cat has become our beloved team mascot!
• Ryan: From collaborator to creative director and friend, your design talent has been transformative for Snowhouse. Having you on the team elevates everything we do.
• Lucas: Your brainstorming sessions and willingness to challenge ideas have shaped our company. We deeply value your continued partnership as a freelancer.
• Matt Evans: Our monthly chats about wins and losses have been invaluable. Your perspective helps navigate both challenges and successes.

Connections That Matter

One of the biggest lessons of 2024 was realizing how important relationships are—especially when you work remotely. It can be easy to feel disconnected in a fully remote environment, but I made a conscious effort this year to lean into relationships with peers, freelancers, and other agency owners.

Having someone to jump on a call with—a friendly face to share a laugh, trade war stories, or even have a mini therapy session—was a lifeline. These moments of connection not only helped me stay grounded but also sparked ideas, shared lessons, and reminded me that none of us are in this alone.

Projects and Clients

We tackled some great projects this year, focusing on quality over quantity. By capping our subscription services to 5-6 clients at a time, we were able to deliver stronger results and balance larger, more demanding projects.

Spotlight Project: School of Motion

One standout project this year was our collaboration with School of Motion, a long-time client and absolute gems of people. Their website had faced challenges from years of management by multiple agencies, leading to inconsistent design systems and slow load times.

This project was deeply collaborative. We worked closely with their team through every phase, combining research, stakeholder interviews, and a lot of fun to create a site that reflects their vision, highlights their offerings, and inspires their audience. Check out their video testimonial to hear their experience firsthand.

What made this project truly meaningful wasn't just the technical success—it was the connection we shared throughout the process. Seeing their excitement as the project came to life and hearing how the redesign elevated their brand was one of the most rewarding parts of our year.

Incremental Growth

2024 wasn’t about explosive wins—it was about steady, incremental progress. We generated more revenue with fewer people, proving that a lean, aligned team can achieve big things. By simplifying processes, improving our services, and staying intentional about who we work with, we laid a foundation for long-term success.

What We Missed

While we made progress internally, one area we struggled with was visibility. We stayed off the grid when it came to social media, and while this allowed us to focus on operations, it’s something we’re determined to change in 2025. Sharing our story and the work we’re doing isn’t just good for the business—it’s an opportunity to connect with others who align with our vision.

Wins, Fun, and More

While this review focuses on the big picture, 2024 was also full of smaller wins, fun moments, and exciting stats we're proud of. Here are some numbers that tell the story:

• 30% revenue growth
• 20+ clients worked with
• 200+ Loom's created
• 0 cancelled projects
• 100+ Calendly bookings
• 50+ Figma Files
• and more...

See more details and stories on our 2024 Year in Review Landing Page

Our Goals for 2025

2025 is shaping up to be a year of steady, intentional growth. Each of our goals—whether it’s a brand refresh or refining processes—comes back to what we value most: creativity, connection, and resilience.

Our 2025 Initiatives

• Operation Fresh Look: A full brand refresh to reflect how far we've come and where we're heading, with a focus on introducing a new AI & Automation services that help clients streamline their workflows by building systems, apps, and designs to move faster and more efficiently.
• Operation Audience: Building a stronger presence on social media and better communicating who we are.
• Operation Improvement: Streamlining internal processes to make them more efficient and impactful.
• Operation Growth: Sustainable growth focused on meaningful revenue and profit improvements.

A Personal Reflection

This year, I reconnected with the things I love—design, creative problem-solving, and the craft of communication. These are the reasons I started Snowhouse, and they remind me why I’m here: to create, to solve, and to connect.

But I’ll admit, putting myself out there still feels challenging. Vulnerability isn’t easy, especially when you’re leading something as personal as Snowhouse. Sharing openly on social media, writing posts like this, or simply stepping into the unknown—it’s all outside my comfort zone. But I’ve come to realize that vulnerability isn’t a weakness; it’s how meaningful connections are built.

This year also reminded me that leadership is as much about personal growth as it is about guiding others. I worked on improving my communication skills, learning how to delegate better, and finding ways to lead with authenticity. Going back to the basics of design reminded me that the best ideas often come from being curious, staying humble, and trusting the process.

I don’t fear failure—I embrace it. Failure is where the lessons are, where growth happens. And that’s the energy I want to carry into 2025—not just for me, but for everyone who’s part of this journey. Snowhouse isn’t just about me; it’s about the incredible people who’ve helped shape it and the values we hold close: creativity, resilience, and integrity.

To my team and to our clients and partners: thank you for believing in us, trusting us, and pushing us to do our best work. And to anyone reading this, I hope you feel inspired to keep chasing what lights you up, even when it’s hard. Because that’s where the magic happens.

If you’d like to collaborate, share your story, or simply say hello, I'd love to hear from you. Let’s keep creating, connecting, and growing together in 2025.

Here’s to 2025—steady, intentional, and full of possibility.

Thorir Runarsson

Founder at Snowhouse Studio