03/01/2026
Great words Indelible - and cool photo from a shoot back in either May or June from memory
Well… that’s a wrap on the year.
This one feels worth pausing on.
2025 marked 15 years of Indelible - which is both slightly wild and deeply humbling. When we started, Netflix was a DVD rental service, Google hadn’t yet bought YouTube and social media accounts for businesses were unheard of - it was a whole different time.
This year wasn’t without its challenges. Like many businesses, we felt the aftershocks of a tough economic climate, shifting priorities, and a fair bit of uncertainty. Some projects disappeared. Others changed shape. There were moments that tested resilience more than creativity.
But there were also big wins.
We got to work on projects that mattered - telling meaningful stories, tackling complex ideas, and partnering with clients who trusted us to do things properly (and sometimes a little differently). We pushed into new creative territories, leaned harder into technology, and continued refining what “good” looks like for us.
We leaned into AI hard this year - for both creative output and business systemisation - Dan travelled the country talking about AI to multiple businesses.
Behind the scenes, the team evolved too. We were sad to say goodbye to our wonderful production assistant and Dan's EA, Olivia, as she is moving to Melbourne. We brought on new international contractors and continued to strengthen our working relationships around Hawke’s Bay and New Zealand. We’re endlessly grateful for the care, craft, and heart this whole team brings - especially when things get hard.
Fifteen years in, the goal hasn’t changed much: do work that matters, with people we respect, enjoy the process, and create remarkable, meaningful moments of magic.
To our clients, collaborators, suppliers, and community - thank you for backing us, challenging us, and sticking with us.
See you soon.
Xoxo Gossip Girl,
Indelible
