Baseline #27 – A Year in Reflection
Hello again! 👋 As the year winds down, I’ve been reflecting on Baseline’s very first full calendar year—what’s gone better than expected, what’s been (much) harder than I imagined, and all of the surprises that came along the way.
In this newsletter, I’d love to share what this journey has looked like so far. Whether you’re already working independently, considering the leap, or just curious about running a solo business, I hope these reflections offer insight and maybe even a little encouragement!
Looking Back on the Year
What’s Gone Better than Expected?
When I first became independent just over a year ago, I had a lot of excitement and a lot of doubt. My brain, trying its best to protect me, flooded me with overwhelming thoughts. Would there be enough demand? Could I manage the uncertainty and variable income that comes with freelance work? Could I actually make it all work—and what did success even look like?
Joey Banks
One habit that’s been a big help is keeping a folder in my Photos app called “Happiness.” It’s filled with photos of memories and screenshots of messages that bring me joy and boost my confidence when I need it most. This year, I’ve also started a running note in Obsidian, where I'll jot down big and small wins as they happen. Having these reminders of progress has been so helpful, especially during those moments of uncertainty or when things feel overwhelming.
While there have been huge challenges throughout this journey so far (more on that soon), there have also been so many moments that gave me a timely and much-needed confidence boost—reminders here and there that the track I’m on is right for me.
Whether working through meaningful projects, discovering joy in teaching, or navigating rough patches with a new sense of purpose for what I want to chase in my career, this year has been full of surprises and growth. Here’s what stands out the most:
Finding Meaningful Work with Clients
When I started, I wasn’t sure how much demand there would be for my focus on building within Figma and creating pattern libraries and documentation—but it turns out there’s a very real need! While design systems are (more) widely understood today to serve an important purpose, it’s easy to think of them as something only the largest companies need or create. (For a great watch and deep dive, check out Time to Rethink Design Systems.)
The truth is that even smaller teams and startups can absolutely benefit from a well-built component library and design system, proving they aren’t just for the tech giants. Taking a product—whether it already exists or is just an idea—and building all of the foundational interface elements, components, and patterns is something I’ll always find joy in and hope to do for a while to come. Helping the teams I partner with move faster and giving designers more confidence when using the system has been one of the biggest highlights of my year.
Discovering My Love for Teaching
Teaching and sharing Figma with others has been one of the most energizing parts of this journey. Every time a question comes in, I love thinking through how to answer it in a way that, I hope, makes the concept clear for that student and others who might have the same question. I know many teachers say this, but I’ve found that breaking down and sharing my approach really does help to improve my understanding of the concepts, and it feels like I’m practicing what I teach and teaching what I practice—a cycle that keeps growing.
The Gift of Flexibility
This year has been tremendously difficult health-wise, but I’m grateful to say I'm on the mend! Running my own business (which still feels wild to say!) has given me the flexibility to recover at my own pace—something I know isn’t the norm, and I’m incredibly thankful for it.
It’s also opened up opportunities to work more closely with my wife, whether at our dining room table or exploring new coffee shops. This freedom to adapt my work to my life—not the other way around—has been a very good reminder of what I value most, and I sincerely appreciate that.
Finding Confidence in the Unknown
Starting something new is always intimidating, and going independent comes with its very fair share of uncertainty. There was so much I didn’t know at the start; honestly, there’s still plenty I’m working to figure out. But this year’s experiences have taught me that it’s okay not to have all the answers right away because no one does.
One habit that’s been especially helpful is documenting everything as I go. Whenever I have an open question or a “huh, I wonder if I should be doing…” moment, I’ll capture it in a quick note to revisit when the timing is right. It’s a simple way to turn all those circling ‘what ifs’ into something actionable. Pairing this habit with talking to others and learning from their experiences has helped tremendously, too. I’d be nowhere without the support of those close to me and from friends and the community online.
What’s Gone Worse than Expected?
Always “On”
Running your own business means being fully responsible for every decision, every project, and every deadline. While it’s so empowering, it’s also extremely exhausting at times. I’ve found stepping away from the computer or mentally disconnecting tough, if not impossible, throughout the year, even when I know I need to. There’s always something on the to-do list or something that feels urgent, and it’s easy to feel like stepping away, even temporarily, isn’t always an option.
It’s also not just about being physically present. It’s the mental load of constantly thinking about work, whether planning the next project, managing client relationships, or staying ahead of deadlines. Finding ways to create boundaries and recharge has been a work in progress, but I’m actively working on it! To help with this, I’m figuring out how to set aside one day each week with no meetings, dedicating that time to admin tasks, focused production work, or just taking a break.
It’s a Little Lonely!
As rewarding as being independent can be, it can sometimes feel isolating. Without the typical camaraderie of a full-time team, I often miss the casual interactions that make work feel more connected. These days, it’s mostly just me and my dog over here. She’s great, don’t get me wrong, but the conversation always feels a little too one-sided.
To help with this, I try to embed myself as much as possible into the teams I work with. I never want it to feel like I’m building a design system from the outside and simply handing it over because that's not how a good system comes together. Instead, I love making the process as collaborative as possible so that the work truly belongs to everyone. By the time my contract ends, my goal is for the team to feel complete ownership over the system and have the confidence to carry it forward. I like to think that this approach helps the teams I work with and makes the work feel more fulfilling and a little less isolating for me.
Income Swings
The ups and downs of flexible income have been one of the biggest adjustments. Gone are the consistent biweekly paychecks, replaced by the sometimes massive swings that come with going out on your own. Some months feel great, while others… well, not so much. Managing that variability has been a whole new experience for me. The moment one contract begins, there’s always that lingering question in the back of my mind: “What will I do when this one ends?”
It’s a tough cycle to navigate. Balancing the need to stay present and do my best work while constantly planning ahead is challenging, but it’s one I’m learning to embrace as part of the overall consulting rhythm. I don’t know if it’ll ever get easier, but I am finding myself getting more and more used to it. 🎢
What was a Surprise?
One of the biggest surprises of the year has been just how much I truly love this new path. When I started, I knew I was excited about the challenge of going independent, but I couldn’t have predicted just how fulfilling it would be.
From the variety of clients and projects I’ve worked with and on, to discovering my love of teaching, to the incredible support I’ve received from family, friends, and the design community, every part of this journey has reinforced why I chose it. Building something on my own, helping others grow, and being surrounded by people who care deeply about their work has brought me more energy than I ever imagined—especially in a year filled with health challenges. And for that, I'm grateful.
Despite its challenges, this year has shown me this path feels like the one I’m meant to be on.
In case you missed it...
I'm so humbled to have recently been invited to join Michael Riddering on Dive to talk about my new path of going independent as a design systems designer.
I wanted to share my journey, hoping it might encourage anyone to take the leap. While it’s not always easy, it’s absolutely possible, and I'm here to support you in any way I can from afar! I hope you'll give this one a listen! 💛🎙️
Recent bookmarks
- iOS Resolution: Display properties of every iPhone, iPad, iPod touch and Apple Watch Apple ever made. 📱
- The Design of Getting Hired by Carly Ayres. 💼
- The Mortality Matrix: A Framework for Decision-Making in an Overwhelmed World. 💭
- The File Folder Structure Every Designer Needs from Dan Mall. 📂
- Frosted Glass from Games to the Web: How to create a frosted glass effect using CSS, which includes depth, subsurface scattering, and dynamic light reflections. 👩💻
Say hello!
I always love hearing from people, and if you enjoyed this, please reach out! You can find me on Bluesky @joeyabanks. 🦋
Thanks for reading! Take care. 💛
