What We’ve Learned: 10 Lessons from 10 Years in Business

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Break out the party poppers and save room for ice cream cake—we have officially hit double digits!

2025 marks a milestone 10th anniversary for Quill Creative Studio, and like many big milestones, this one got us slowing down and reflecting on just how far we’ve come. We’ve spent ten years building relationships, flexing our creativity, shaping brands, and occasionally debating over the perfect shade of blue (spoiler: it’s almost never the first one). 
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So just how do you actually measure a decade of business?

Is it by the number of clients we’ve partnered with?

(A solid 246, if you’re wondering.)

The projects we’ve brought to life?

(A staggering 9,700.)

The countless hours we’ve worked?

(Over 100,000 and counting.) 

We think it’s something more. Behind every logo, campaign, and rebrand is a story—and the lessons we’ve learned along the way. So, before we blow out the candles on this milestone year, we’re looking back at what we’ve learned and how it’s shaped the last decade at Quill.
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Lesson 1:
Creativity makes the world go round.

Not to get too cheesy right from the jump, but if there’s one universal truth we’ve uncovered in ten years of doing what we do, it’s this: creativity is the engine that runs the world. Sure, a brand design studio founded and run by graphic designers is going to have creativity baked into everything we do, but what we’ve learned is creativity isn’t just for “creative” industries.

Every person, every business, and every brand has creativity within—even if they don’t realize it at first. Yes, even if you sell pool liners, run an accounting firm, or distill craft vodka. Even if you work in the pet food industry, packaging production, or selling washing machines! 

Over the past decade, we’ve seen firsthand how our clients across all industries share one common thread: a drive to create something meaningful, unique, and true to who they are. Helping businesses discover, refine, and share that creative spark has been one of the greatest joys of what we do at Quill.

Which brings us to the next lesson…
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Lesson 2:
All it takes to begin is a vision

Sometimes, an idea plants itself in your brain and refuses to let go. You know the type—the ones that scratch at the back of your mind saying, “Hey! Pay attention to me!” For Quill, that idea started to take shape back in 2013.

Josh and Ryan first crossed paths as graphic designers at Lee Beverage of Wisconsin. They started collaborating on freelance projects, blending their talents and creative interests. By 2014, Josh decided it was time to take the leap—he set up a brick-and-mortar office in Oshkosh and officially registered Quill Creative LLC.

Ryan joined Josh on a freelance basis in 2015, helping build the Quill brand, but it didn’t take long for things to accelerate. Within a month, Josh offered Ryan an ownership stake, and the spark of that original vision became a roaring fire.

Since then, we’ve been privileged to work with visionaries of all kinds—two-person startups that expanded tenfold, century-old businesses evolving their legacies, organizations launching cutting-edge technologies and tactical vehicle manufacturers who decided to double down on efforts to empower those who serve our country. Each one began with an idea: a vision of what they wanted to create and bring to the world. And we’ve had the excitement of a front-row seat, helping those visions evolve into fully realized brands that grow and thrive. 
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Lesson 3:
The right people make all the difference.

Teamwork makes the dream work! Yes, it’s a cliché, but here’s the thing—it’s also 100% true.

As Quill has grown over the years, we’ve had the right people to keep our momentum going, and we’ve been incredibly lucky to build a team that’s not just talented but genuinely passionate about what they do. If you run a business, you know the people on your team are the heartbeat. That’s why one of our top priorities has always been creating a culture with a focus on creativity, autonomy, and encouragement.

In 2015, we hired our very first full-time employee—shout-out to Arden! Five years later, we were thrilled to make Arden a partner at Quill, a move that marked a major milestone for us. After hiring Arden, we kept right on building. Alice joined the team in 2016, and later Karen, who stepped into the role of Art Director just last year. By 2024, we had grown to seven employees, each one bringing their unique spark to the office.

And we’re not stopping there. In 2025, we’re excited to welcome new designers and brand strategists to help keep the creativity flowing and push our work to even greater heights. (P.S. Looking for a creative career? Come join us!)

Beyond our core team, we’re also proud of the relationships we’ve built, not just with our current team but with the talented creatives who’ve been part of Quill’s journey—past employees, trusted freelancers, and other professional partners. 

Our team eats, sleeps, and breathes the creative life—showing that branding is truly an art form—and it’s no exaggeration to say we wouldn’t be where we are without them. At the end of the day, it’s the people who make Quill what it is, and we couldn’t ask for a better crew to share the journey with.

Lesson 4:
It’s about relationships, not transactions.

On the other side of the coin from our team is, of course, our clients. One of the biggest lessons we’ve learned over the past decade is that the best work comes from building authentic relationships with our clients. For Quill, it’s never just been about sealing deals and signing contracts. It’s about connecting with people who have a vision and a story and being trusted to help bring that story to life.

We’ve been fortunate to work with many of our clients for years, watching their brands grow and evolve while continuing to collaborate on new projects. These aren’t just working relationships—they’re partnerships. It’s been a privilege to work with organizations like Oshkosh Defense (since 2016), Fork Farms (since 2018), Linerworld.com (since 2019), Feeding America Eastern Wisconsin (since 2020), and we’ve loved being part of their brand journeys. 

These ongoing collaborations have shown us time and again that when you invest in real relationships and take the time to get to know the people and purpose behind the brand, the work you create has more depth, more meaning, and more impact.
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Lesson 5:
Figure out what you’re good at and do more of it.

Like most businesses in their early days, Quill’s first year was all about finding our footing. Starting out, we cast a wide net—dabbling in everything from advertising to marketing support and, of course, graphic design. 

About a year into the business game, we realized that our greatest strength wasn’t in offering a little bit of a lot of things. It was in diving headfirst into what we were passionate about and excelled at. So we said goodbye to auxiliary services and went all in on what we knew we did best: brand identity development and creative support. 

With this shift, we were able to channel all of our energy into refining our process, pushing our creativity, and mastering the art of brand strategy and visual identity design. By figuring out what we were best at and doubling down on it, we’ve been able to do more than just grow our business. We’ve been able to carve out a niche that allows us to do what we love every day—help businesses bring their visions to life and make their mark on the world.
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Lesson 6:
Adapt or get left behind.

If there’s one constant in business, it’s change. From shifting markets to emerging competitors, new technologies, and ever-changing trends, staying adaptable is a survival skill. Businesses, especially new ones, have to learn to adapt quickly or risk getting left in the dust. The companies that thrive are the ones with adaptability baked into their DNA, and in Quill’s first five years, we’ve learned that rolling with the punches isn’t just important—it’s essential.

And we were lucky to hone this skill early because 2020 required us to roll with some BIG punches.

When COVID-19 hit, Quill shifted to a fully remote work model practically overnight to keep our team safe while continuing to serve our clients. It was a huge adjustment, but it also proved just how nimble we could be. We leaned into the challenge, found new ways to collaborate, and even managed to have a record year of financial growth—all while keeping every single team member on board.

While the pandemic was quite a disruption (understatement of the century), it also gave us an opportunity to rethink how we work. In 2021, we introduced what we call the “Studio Model.” This new structure allowed our creatives to focus on, well, being creative. We streamlined workflows to eliminate unnecessary bottlenecks, giving each designer a direct line to their clients. Instead of navigating layers of communication, our clients now work directly with the people bringing their visions to life. The results? Faster project turnarounds, stronger client-designer relationships, and a team that feels true ownership over the work they produce.

And adapting didn’t stop in 2020. Over the years, we’ve embraced tools and trends that help us work smarter and stay ahead of the curve. We’ve explored applications for AI tools, mastered Canva to better support our clients, and adopted remote and hybrid work models that keep us connected while offering flexibility and balance for our team.

The lesson here is clear—adaptability isn’t a one-time effort. It’s an ongoing commitment to evolving alongside the world around you. And for us, that’s been the key to not just surviving but thriving in an ever-changing landscape.
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Lesson 7:
Community success is our success.

At Quill, we’ve learned that being part of a community means more than just doing business in it—it means actively contributing to its growth and success. Over the years, we’ve found that when our local clients and organizations thrive, so do we.

A big part of this philosophy has been helping organizations that do good, do even more good. From nonprofits to small businesses, we’ve dedicated time, resources, and expertise to businesses and causes that inspire us. To date, Quill has contributed $134,875 in in-kind work for nonprofits and partnered with community changemakers and local organizations.

We’ve had the privilege of working with an incredible range of organizations, including:

• Feeding America of Eastern Wisconsin: Supporting efforts to combat food insecurity and provide meals to families in need.
• Oshkosh Public Library: Helping this vital community hub continue to educate and inspire.
• Oshkosh Area Community Foundation: Establishing support and investment in our communities.
• MacDowell Male Chorus: Supporting a cherished local tradition of music and culture.
• Pillars: Providing support for people experiencing homelessness in the Fox Cities.
• EAA AirVenture: Growing and promoting the world’s greatest aviation celebration, an event that puts Oshkosh on the map.
• And more! Check out our full portfolio of case studies here.

Our commitment to community also goes beyond client projects—it’s personal. Owners Ryan and Josh play active roles in the Oshkosh community, serving on committees within the Greater Oshkosh Economic Development Corporation to support and fund new local businesses, taking on leadership roles with Oshkosh Mid-Morning Kiwanis, and collaborating closely with organizations like the Oshkosh Kid’s Foundation and the Children’s Cancer Family Foundation. Our team also embraces opportunities to give back, coming together each year to volunteer for causes that inspire and energize us. Every collaboration, every dollar of in-kind work, and every hour spent volunteering is an investment in the success of the people and places we call home. Because when our community thrives, so do we.
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Lesson 8:
It’s okay to give yourself a pat on the back now and again.

At Quill, we’re usually focused on pushing forward rather than looking back (with the exception of this blog!). But ten years into this journey, we’ve learned an important lesson: it’s okay to celebrate wins, acknowledge accomplishments, and yes, toot our own horn every once in a while.

As we’ve grown, we’ve realized that celebrating success not only recognizes the hard work of our team but also inspires us to keep reaching higher. And we’ve had plenty to celebrate:

• 2018: We earned 14 awards by GDUSA Magazine.
• 2019: We earned 5 awards from GDUSA Magazine.
• 2021: We earned 13 awards from GDUSA Magazine.
• 2022: We earned 14 awards from GDUSA Magazine and were named to Inc. Magazine’s inaugural Power Partner Awards.
• 2023: A banner year for Quill, we earned an incredible 29 awards from GDUSA Magazine and were named the PULSE Champion of Young Professionals by the Fox Cities Chamber.
• 2024: We took it even further, earning 35 awards from GDUSA Magazine with a capstone of Josh being named “Person to Watch in 2024” by GDUSA Magazine.

Every accolade represents a team effort, countless hours of creativity, and a dedication to making exceptional work. So, here’s to taking a moment to celebrate—and then getting back to work!

Lesson 9:
Gratitude never goes out of style.

Sure, we just finished tooting our own horn, but if you’re going to take a moment to celebrate, you also have to acknowledge how you got there. And trust us, we didn’t do this alone. Behind every success, award, and milestone is a network of people and opportunities that made it all possible.

We’ll never stop being grateful for the many clients who have trusted us with bringing their brands to life and giving us the creative freedom to take big swings. You’ve given us the opportunity to help launch and evolve businesses and tell stories that matter, and for that, we’re forever thankful.

Of course, we’ll always be grateful to our wonderful community. From the local nonprofits who are making the world a better place to the small businesses adding character and vibrancy to our city, you’ve inspired us to give back and stay rooted. 

And last but certainly not least, our team. Every logo, tagline, package design, and brand strategy started with the talent, hard work, and dedication of the people at Quill. You’re the behind-the-scenes magic-makers who transform ideas into identities and visions into long-term success. 

As we look back on ten incredible years, gratitude is at the heart of everything. It fuels our drive, reminds us to stay humble, and inspires us to keep learning, growing, and creating.
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Lesson 10:
Never stop evolving.

At Quill, we’ve built our business on helping brands grow and evolve. We’ve seen how strategic transformation can breathe new life into a business, turning challenges into triumphs and ideas into success stories. We’ve helped brands launch new products, modernize legacies without losing their roots, disrupt industries with bold new visions, and rebrand in ways that drive tangible results.

But what about the Quill brand? What does evolution look like for us in the next decade? 

• Enhancing our services: We’re diving deeper into the tools and strategies that take brands to the next level. Look out for expanded offerings in animated content, web design, market research, goal setting, and more.

• Broadening our client base: Over the past decade, we’ve partnered with increasingly larger organizations, expanded our geographic reach from coast to coast and even into Canada—and we’re not stopping. The next ten years? The sky’s the limit.

• Expanding our M.O.: We’re not just a team of dedicated brand designers—we’re also passionate brand advisers. That means we’re evolving our process to support our creative resources with a consultative approach, acting as proactive partners and bringing strategic insight that helps clients plan for the future.

What’s staying the same? Some things at Quill will never change. From this idea sparked a decade ago to where we are now, our core pillars remain the same: creativity, collaboration, and delivering top-tier brand design that takes businesses where they want to go.

As we step into 2025, we’re ready for bold moves, big challenges, and exciting opportunities. Here’s to ten years! Let’s blow those candles out!