Reflections on 2024: creative wins, and the lessons we can all learn from them

As 2024 draws to a close, it's natural to take stock of the year behind us. For the creative community, it's been a year of challenges, growth and innovation. And so we recently asked our Creative Boom community to share their wins—big or small.

The responses were as inspiring as they were varied, a tapestry of experiences that offer a snapshot of what it means to be a creative today. But while everyone's 2024 has been different, there are common themes and lessons learned that every creative can learn from.

Below, we share some of these insights, and the stories of personal and career achievements that inspire them. We're not saying these 2024 success stories are typical: it's been a tough old year, and even many seasoned professionals have struggled. But they're very much worth reading for two reasons.

One is to provide a light at the end of the tunnel: a reminder that tough times don't last forever and that things will get better. Two is to point to some of the career strategies we can all follow to help put us on a better path for 2025.

1. The importance of saying no

One big theme from our community's reflections is the power of sticking to your guns. "Whereas I used to say yes to almost everything, this year I've said more 'no' than ever in my career to jobs that didn't fit me," says artist, author and illustrator Marloes Devries. "I feared I wouldn't manage to gather a similar income, but I saw this week I've had the best financial year in my freelance career. I've forwarded those clients to whom I said no to fellow artists I trust. Happy clients, happy colleagues. It's been a good work year."

Sophie O'Connor tells a similar story from a very different place. "For me, 2024 has been about taking time out to rest and recover due to illness and continuing to prioritise my health," she reveals. "That's meant saying No to projects that don't align and not compromising myself for others. My biggest win is finally launching my online print shop."

2. Personal growth through challenges

The narratives of 2024 of community shared are far from linear success stories. Many creatives have found growth through unexpected challenges. Take for example, illustrator Aelfleda Clackson.

"It's a cliché," she begins, "but in 2024, I learned the importance of rest and taking advantage of free time. I was laid off this year, and it caused a lot of panic at first, but I then decided to make the most of it. I set myself a daily goal of applications and otherwise enjoyed my "summer holidays". I made an unemployment bucket list, and to be honest, I really enjoyed that time. I learned lots of new skills and met lots of new people."

Etsy creator Papel has also been on rollercoaster journey. "I started the year with burnout due to my day job," she explains. "So I took two decisions: change jobs and visit a museum or gallery at least once a month. I even went to paid exhibitions I'd never visited before. In July, I changed jobs, and after the initial settling time, I found myself with lots of inspiration and ideas, despite working longer hours than before. Those new ideas included ditching the business name I was using for ages and updating my drawing style."

3. Learning to cope with rejection

The biggest lesson illustrator Rosie Smith learned this year has been to feel okay with doors being closed.

"I had some huge potential projects come my way this year, which ended up with the client going in a different direction," she explains. "I still feel sad when I think about what 'could have been' and find myself mourning those projects, in a way. That may sound a bit dramatic, but I'm very sentimental, and I was so excited about them. And it's easy to blame myself and think, 'If my work was more like this or more like that, I would have got it.'

"But really," she reflects, "they just weren't meant for me in that moment, and that's okay. The illustrators who did get those jobs absolutely smashed it, and just because they were great at it, doesn't mean I'm not great."

In short, 2024 has largely been about getting perspective. "I've been thinking about prioritising community over competition this year and celebrating other people's wins, even if those wins are my 'losses' because it's not as black and white as that," she explains. "I truly love to see other creatives winning and getting amazing opportunities. And for me, each door closing just leads to another opening because despite losing some jobs, I've still worked on some wonderful projects this year."

4. Creative reinvention and courage

Courage emerged as another significant theme in our discussions. For example, lettering artist and type designer Francis Chouquet started to paint again in 2024.

"I just finished my first exhibition in 15 years," he says. "And you know what? I sold four paintings at prices I think are worth the value of my work. I'm really proud of that, and it's made me understand I can make art and make money out of it. So, for me, 2025 will be more about painting."

Artist and designer Louisa Tan, meanwhile, has spent 2024 pivoting her practice. "I've been leaning heavily into my passion for sharing joy and bringing people together through creativity, which has opened up a lot more opportunities," she explains.

What's worked really well for her has been pitching projects with people she really wants to work with. "Highlights have been the Finding Awe series in collaboration with Coco Lom at NOW Gallery, hosting a creative workshop with Ladies, Wine & Design London—the energy in the room was amazing—and speaking at the launch of Fedrigoni 365."

5. Innovation and personal projects

Another big theme that came out of our look back at 2024 was the liberating power of personal projects. "It's been a super-tough year freelance-wise," says animator Thomas Davis. "But with that downtime, I decided to explore a new creative outlet: creating daily word games. "I managed to create three in total this year. And seeing people come back to them every day makes me really happy."

One of the most liberating things about launching a personal project is simply the catharsis of getting it out the door. That was the experience of creative entrepreneur Dave Kang in 2024. "I sat on an unusual calendar idea for years," he explains. "It was one of those back-burner things because I worried people would think it was dumb. But this year, I finally put it out into the world. Some people hated it and said it gave them anxiety, but others loved it. For me, it's a win just to get it out of my mind and into the world."

Others have taken the time to explore new professional strategies this year and have seen the effort pay off. They include artist Berenice Howard-Smith. "Investing in business mentorship and counselling has helped me enormously in setting boundaries and developing my business," she explains. "I've never accepted poor clients, but this year, I've been better able to see green flags. And I'm valuing myself and my business so much more."

For animator and illustrator Chris Lloyd, "2024 has been about investing time and money in alternative software. This was enjoyable, and I learned tons of things. And ultimately, it's led to 50% of my work and income from new clients for the year."

Such efforts may not always bear results so quickly, but that doesn't mean they're not worth pursuing. "In 2024, the groundwork I've been laying the last few years, in terms of the work I want to do through my studio, has really started to pay off," reveals creative director Tom Muller. "Relaunching my site at the tail-end of 2023, showing a renewed focus, and owning a specific place in the industry—gaming, entertainment, film and TV branding—has resulted in clients coming to me for me specifically, and my experience and creative approach, rather than hiring me as a creative—replaceable—supplier."

6. Embracing alternative paths

Becoming a creative professional needn't be a 'one-and-done' situation, and many in our community have been willing to evolve their career trajectory in 2024. Take design director ‪Doug Bartow. "I left the volatility of agency life, where I've been for the last 20+ years, for a state design job, and I sleep so much better," he shares.

Meanwhile, after experiencing redundancy, senior art director Craig Sanderson has transformed his professional landscape by going freelance. "I've worked with some fabulously creative people and directed a global campaign for a dream client," he explains. "With CGI animated films, 3D billboards, events, activations, the Las Vegas Sphere and an incredible opportunity to design a run of eight windows for Harrods. Not sure how 2025 can top that."

As artist and illustrator Lada Chizhova notes, when you do need to make a big life change, it helps if you don't have to do it alone. "This year, I learned again that the most important thing is the community, the people around me," she enthuses. "New country, immigration, life, language, everything. I am just happy to have incredible people who make me feel bigger and stronger."

Conclusion

As we reflect on these narratives, several universal lessons emerge. Our community's stories of success in 2024 weren't typically defined by traditional metrics but by personal growth, intentional choices, resilience, and maintaining authenticity.

The overall lesson is clear: success as a creative isn't just about professional output but about continuous personal evolution.

Whether through strategic career moves, embracing unexpected opportunities or maintaining a supportive community, these stories demonstrate that the life of the creative doesn't always follow a straight and orderly path, but that's not a bad thing. In fact, for some of us, it could be the basis for a great leap forward in 2025.