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Hey Wonderland, how have you evolved through 2022?
Hey
Wonderland,
how
have
you
evolved
through
2022?
Senior Strategist and Business Developer
Twenty-two has been a year full of
changes for the Wonderland team.
We’ve grown and reflected, and grown
again.
We’ve shifted focus and realigned our mission and vision, deprioritising
creativity for creativity's sake in favour of work with impact. We’ve further
internationalised our team and now have people from fourteen different
nations. And, through it all, we’ve delivered work we’re exceedingly proud
of, for clients that have been a pleasure to partner and create with.
So, as we work through the final quarter of the twenty-second year of the
third millennium - to make a deliberate fuss about it - we wanted to have a
quick review of our 2022 evolution, and bring you along for the journey.
When we started the year, we had a fully stacked in-house development
team (see what we did there 😉), and focused on brand design and
refurbishment, and UX/UI design. At our core, we were a pure-play
creative studio that specialised in creating digital experiences that
promised a ‘wow’ factor for users and results for our partners, and we
loved doing it. We redefined music journalism with Wax Poetics, created a
unique brand expression with Source.ag, and worked with Nike to keep
parents and children fit and active through lockdowns with Nike Train &
Play.
However, early in 2022, we realised it was time for a change. We saw a
drastically reduced need for an in-house development team balanced by
increasing client demands for branding and design. As the world shifts and
turns, we realised that flexibility is key, so we adjusted our structure and
shifted development to carefully chosen external partners and studios.
Along with shifting focus to our core strengths - strategy, brand, and
design - we also reviewed the clients we work with, prioritising those that
are working to make the world a better place and leverage positive
change, rather than those focused on profits and empty promises.
Through the year, we realised this vision with numerous clients, from Welt
Ventures and their mission of democratising venture capital investments
for the mass market, to a soon-to-launch UK-based organic spirits
company with an entirely green process. And, of course, we launched our
Sustainable Digital Design platform.
In parallel, we began the process of becoming a B Corp, and will be
submitting our application in the coming weeks. Through the process, we
reimagined our culture, evolving on our people-first approach that centres
on the advancement and evolution of our teams, and ensuring that they
get to where they want to go, rather than a singular focus on where
Wonderland needs them to be.
With this, we bought in health-care contributions and a profit-sharing
scheme, a revised salary house and training budgets, client-free Fridays,
and a new office in the heart of Amsterdam. In short, we transformed
Wonderland and how we work to achieve our goal of making Wonderland,
and Wonderlanders, better, and prioritising people and planet above all
else.
Without a doubt, 2022 has been our most unique year yet. Where the shift
to working remotely and the daily ‘WFH’ status updates of 2020 and 2021
were easy to track, this has been a more disruptive change. Aside from
growing different teams in the company - namely our branding and
strategy teams - we’ve also had to review how we want to operate in the
coming years, and in the face of a potential recession. We’ve spent time
and energy on creating a stronger culture for new team members as they
come in, and helping foster emerging creatives through our traineeship
program. And, most importantly, we feel better for it.
While 2022 has been one of enormous change, the finished product is a
faster, leaner, more ambitious Wonderland.
INC 16-22 BRAND EXPERIENCE DESIGN 
