From running a crowdfunder to building a community

Launch Diary #04: on overcoming perfectionism, embracing playfulness + welcoming possibility

NOTE: This post has been updated following the funding of the Brand Seasons® Kickstarter campaign!

As I write this, I’ve been crowdfunding for 38 DAYS, so I’m taking a moment to recalibrate AND celebrate the funding of the Brand Seasons® Playdeck.

The project was also awarded support from the Creative Scotland Forward Fund in partnership with Kickstarter, helping me bring This Creative Life ~ A Brand Seasons Paper to more readers.

When I first embarked on this campaign, I had no idea how much it would teach me about the power of community.

It also required more than just planning and promotion—it demanded vulnerability and a willingness to shed perfection.

Leaning into playfulness and holding onto possibility was key as I shifted the project from being less of a crowdfunding effort and more of a chance to foster community.

In this launch diary, I explore the courage found and lessons gained through showing up for myself and trusting my instincts to launch the Playgroup experience. This chance to develop our brands together (and there are 20 of us at the time of writing) feels like a big win in itself!

You’ll find more about the Playgroup experience towards the end of this update. But first, here are some of the biggest takeaways.

Overcoming perfectionism

In my last launch diary, I mentioned

Oliver Burkeman

’s Meditations for Mortals. The book dives deep into the themes of imperfection and essentialism, and living our lives purposefully.

I knew running a campaign would require a step outside my comfort zone, so it helped me to listen to a chapter most days. They were short and sweet, meaning I could easily digest all the practical insights and take meaningful action.

The experience required daily action, especially as I approached each stretch goal, and one of the things that helped me ride it out was releasing the notion that I had to be a certain way. Of course, we know there’s no such thing, but this occasional need to be the most polished version of ourselves can torment us.

My tendency towards perfection magnifies when I’m more visible, so I try to lean into playfulness and possibility. If you’ve been following the campaign closely, you’ll have seen these words crop up in my content because they bring a sense of ease and help me work from a more grounded place.

But choosing ease isn’t easy. Building a sustainable business means making hard choices, and asking hard questions. I kept returning to “What do I need from this project?" not “What does this project need from me?”

Embracing playfulness

I loved adopting a sense of fun when creating content for posts and reels. I also tried my best to be present here but after a few days of trying to plug the project on Substack, I could sense it wasn’t the place to share regular updates. It didn’t feel right for me, and it didn’t seem to land with others.

However, readers from this space did join me over on Instagram, and also within my Inside Story email community, and I created a quiz to help you discover your brand superpower. This helped to inject a little joy into building my community in the last 10 days of the campaign.

I also wrote a series of guest posts and would like to thank

Astrid Bracke

,

Claire Amritavani Brown

,

Lindsay Johnstone

, and

Louise Tilbrook

for having me write for their readers. I loved these collaborations and enjoyed finding ways of creatively sharing my knowledge with others!

Welcoming possibility

Recording a video podcast with Claire Venus for

Sparkle on Substack

was another great opportunity to share more about the deck, zine and experiences. Also the purpose behind the project, particularly my commitment to supporting creatives in developing their brand in an aligned, impactful, and sustainable way.

This was also a chance to improve my speaking skills because being visible stretched me in all the best ways. I underestimated the power of having a “conversation” with my audience, and I hope to carry on, for the sense of connection if nothing else.

I’ve taken a short break from client projects over the last six weeks, so it feels good to return to day-to-day studio life, helping business owners untangle their branding challenges and consider what might be possible for them, too.

Available rewards

For anyone new to my publication, here’s a breakdown of the rewards that were available on Kickstarter. The campaign ended on Thursday 31 October, however, you’re welcome to get in touch if you’re interested in buying the card deck or mini zine, or investing in one of the experiences.

• The Paper (mini zine)
  This Creative Life celebrates creativity and seasonality and features articles and essays on themes such as beauty, branding, and business. You'll also find a poetry corner and maker stories, plus inspiring author, founder and musician interviews, and much more.

• The Playdeck (card deck)
  The branding process can feel overwhelming. Whether you’re seeking clarity and direction or aiming to create a cohesive identity, it’s understandable that you might be unsure about the next steps. The deck helps you explore the phases of strategy, style, story, and substance with ease.

• The Playgroup (group programme)
  Starting in January 2025, this 12-week experience will help you review your brand strategy, style and story within a community of like-minded creatives. More details are available below as I believe this experience is so well suited to the Substack community. Email me if you’d like to join.

• The Playdate (1:1 90 min session)
  A 1:1 90-minute online session to address a specific brand challenge. It could be reviewing your brand positioning, reshaping your colour palette, or refining your messaging. Whatever the task, you'll leave with clarity, confidence, and follow-up notes outlining actionable steps.

• The Playday (1:1 full-day session)
  A 1:1 full-day immersive experience dedicated to your unique vision, diving deep into your strategy, style, or story. This might look like creating an action plan, developing your visual identity, or exploring brand naming. This is your day, designed around your specific goals and needs.
  
  Note: you automatically get a spot on the Playgroup if you pledge for a Playday, adding even more value to your experience.

Playgroup experience

The Playgroup has been the most popular offering of all. With 20 of you joining, including artists, businesses, designers, makers, musicians, photographers and writers, we have a beautiful collective forming and a wonderful opportunity to be part of a collective that will back your brand in 2025.

What is the Playgroup?
A 12-week experience guiding you through the Brand Seasons® Playdeck and the four pillars of brand development: strategy, style, story and substance.

Who is it for?
Anyone ready to create or refine their brand—whether it’s a business, product, service, or project—who wants to take action within a community of creatives.

When does it start?
We begin in January 2025 with twice-monthly co-working sessions, monthly workshops, and personalised feedback to develop your brand strategy, style, or story.

Where is it happening?
It’s online! We’ll use Butter for co-working and Slack for connecting, so no matter where you are in the world, you can join this supportive group of creatives.

Why join the experience?
You’ll gain accountability, connection, and access to the tools to grow your brand meaningfully and playfully, taking practical steps toward your goals in 2025.

How can I sign up?
Pledging is over, and the campaign has ended, so the best approach is to email me to express an interest.

I look forward to immersing myself in this experience with you.

Thank you again to everyone who has supported the project. Your belief in this venture made it all possible, and I’m beyond grateful for your encouragement.

Whether you shared, pledged, joined in the conversation, or cheered me on from afar, it means the world. The story doesn’t stop here, and I’m so excited for the next chapter.

Here’s to a future filled with curiosity, creativity and connection, all in the spirit of play.