2025 Reflections: Alignment, Growth & Creative Direction
Shade Reflections of 2025
2025 was a year of contrast.
It held moments of scarcity and survival alongside deep creative awakening, connection, and growth. This year stretched me in ways I didn’t expect, pushing me to rely on my creativity not just as a skill, but as a lifeline, a way to process, to express, and to speak truthfully for myself and for others.
In the midst of it all, I launched The Four Percent Amplified, a space dedicated to listening, learning, and uplifting underrepresented voices in design and creativity. Through conversations with experienced creatives, founders, and storytellers, I witnessed the power of shared experiences, especially during a time when progress feels fragile and voices are too often overlooked. These stories reinforced why amplification matters, particularly in moments of cultural and creative regression.
This year also marked a clear evolution in my own work, a shift from designer to creative director. I began bringing together everything I’ve built over the years: visual design, UX, storytelling, film production, brand strategy, and creative intuition. Rather than focusing solely on execution, I stepped into direction, guiding ideas, shaping narratives, and helping others see their vision more clearly from concept to completion.
As creativity continues to intersect with AI, automation, and rapidly evolving tools, 2025 deepened my belief that design rooted in humanity matters more than ever. Technology can enhance the process, but intention, empathy, and storytelling give the work meaning. Understanding how people feel, connect, and experience design is what transforms ideas into something lasting.
Meeting creatives at all stages of their journey to those just starting out to those navigating success after failure — reminded me how important it is to build spaces of support, knowledge-sharing, and encouragement. Ideas grow best when they’re nurtured in community, structured with care, and supported by people who believe in their potential.
This year also asked me to let go. Releasing what no longer supports your growth takes courage, but it creates room for the next chapter to unfold. I learned that when you structure your ideas, commit to your vision, and show up consistently with effort and intention, the work eventually meets you halfway.
Lesson 1: Refining My Brand Changed Everything
What I learned:
Refinement isn’t about perfection, it’s about alignment.
What this looked like in practice:
Rebranding multiple times to explore mood, tone, and character
Experimenting with visuals until the brand felt true, not forced
Learning how to execute my style with consistency and intention
Translating emotion, intuition, and passion into a cohesive visual language
Letting the brand evolve instead of rushing to “lock it in”
Why it mattered:
Each rebrand taught me more about myself as a creative. Over time, Sunni Aesthetics became less about chasing an aesthetic and more about expressing a feeling, one rooted in clarity, storytelling, and purpose. Once the brand finally felt aligned, my confidence, direction, and creative flow followed.
Key takeaway:
Your brand doesn’t need to be rushed. When it reflects who you truly are, everything clicks.
Lesson 2: Expansion Doesn’t Always Look Loud
What I learned:
Growth doesn’t always come from doing more; sometimes it comes from working smarter and going deeper.
What this looked like in practice:
Wearing multiple hats as a designer and creative, something many of us learn to do out of necessity
Expanding into e-commerce, product visuals, UX improvements, and conversion-focused design
Learning new ways to express ideas through video, motion, and automation
Shifting from pure execution to problem-solving, understanding why something works, not just how it looks
Why it mattered:
Being multi-talented isn’t about doing everything at once; it’s about knowing how to adapt, evolve, and apply your skills where they create the most impact. This season taught me how to approach design with more intention, efficiency, and clarity, building systems that support growth without burnout.
Key takeaway:
True expansion comes from learning how to solve problems creatively, not by working harder, but by working with intention.
Lesson 3: Stepping Into Leadership Changed How I Create
What I learned:
Leadership isn’t about having all the answers; it’s about clarity, communication, and intentional decision-making.
What this looked like in practice:
Shifting from execution to direction and creative decision-making
Aligning teams around a clear vision and purpose
Encouraging open communication and collaboration
Navigating creative challenges with adaptability and emotional awareness
Approaching design as problem-solving, not just production
Why it mattered:
Leading with clarity and empathy created better collaboration and stronger outcomes. When vision, communication, and trust were present, the work felt more aligned, and the process became more sustainable.
Key takeaway:
Strong leadership balances vision, communication, care, and the work reflects it.
Lesson 4: Letting Go of Misaligned Work Was Necessary
What I learned:
Not everything is meant to be carried forward, and letting go is part of growth.
What this looked like in practice:
Recognizing when projects, roles, or collaborations no longer supported my growth
Learning to set boundaries around my time, energy, and creative capacity
Choosing alignment over familiarity or obligation
Trusting myself enough to walk away and make space for what’s next
Why it mattered:
Letting go wasn’t easy, but it was clarifying. Once I stopped forcing misaligned work to fit, I created room for better opportunities, healthier collaboration, and more intentional creativity. Boundaries became less about restriction and more about protecting what mattered.
Key takeaway:
Releasing what no longer aligns creates space for work that truly supports your growth.
Lesson 5: Reclaiming My Creative Voice Changed Everything
What I learned:
Your creative voice is your compass, when you trust it, the work becomes more honest and aligned.
What this looked like in practice:
Designing from intuition as much as strategy
Letting storytelling lead instead of trends or pressure
Creating work that reflects emotion, meaning, and intention
Speaking up for my ideas, values, and perspective
Using creativity as a tool for connection, expression, and impact
Why it mattered:
Reclaiming my creative voice brought clarity to everything else — how I design, how I lead, and how I show up in my work. When creativity comes from a place of truth, it resonates more deeply, not just visually, but emotionally. It reminded me why I started creating in the first place.
Key takeaway:
When your voice is clear, the work feels aligned — and the impact becomes lasting.
Closing Reflection
Looking back, 2025 wasn’t about perfection or speed, it was about alignment. It was a year of refinement, growth, leadership, release, and reclaiming my creative voice. Each lesson shaped not only how I design, but how I lead, collaborate, and create with intention. These experiences reaffirmed my belief that when creativity is rooted in clarity, empathy, and purpose, it has the power to build something lasting.
As I move into 2026, I’m carrying these lessons forward, choosing work that feels aligned, collaborating with intention, and continuing to create spaces where stories are seen, voices are amplified, and ideas are supported from concept to execution.
If you’re entering a new chapter and ready to refine, realign, or elevate your brand, I’d love to connect.
Whether you’re just starting your creative journey or stepping into your next phase, there’s power in building with intention.
✨ Let’s turn your vision into a vibe!
