As we close the chapter on 2024, Admind celebrates a year of growth, transformation and resilience. Guided by collaboration, creativity, and the power of new technologies, our team has achieved incredible milestones while staying true to our values. From groundbreaking projects to inspiring initiatives, 2024 has laid the foundations for an even brighter future.
Here’s how some members of our board team reflect on the year and what they envision for Admind in 2025 and beyond.
One word to define 2024
For Aleksandra Gołąb-Makowska, Head of Delivery, 2024 can be summed up in one word: “Imagine”.
“Dynamic advances in AI and creative technologies have allowed us to push boundaries and realise projects that would have previously required enormous resources,” she explained. “These tools not only enable us to create bold concepts but also allow us to imagine what Admind will look like in the years to come – our business model, internal processes and client offerings. We’ve never questioned our future direction as much as we have this year, and some of the scenarios seem truly futuristic.”
For Mateusz Zabierowski, CEO and co-founder, the year was about “stable growth”.
“We experienced exactly that – stable development financially, operationally and organisationally,” Mateusz reflected, emphasising the importance of balance when making progress in different areas.
Alicja Miłuńska, Head of Partnerships & Sustainability in Brand Communication, chose “change” to describe the year.
“We’ve seen changes in team structures, our business offerings and AI-powered projects. In addition, global trends such as climate change and regulatory shifts have pushed us towards a more sustainable approach to business. For me, 2024 has been about introducing transformation, adapting to new realities and learning more about sustainable development.”
Agnieszka Łakota-Kot, Head of People Experience, offered “strength” as her defining word for 2024.
“Our team has become much stronger in terms of partnership, competencies, speed and quality of work. I see a high level of responsibility and autonomy, which allows us to work efficiently, confidently and more boldly in implementing innovative solutions.”
For Krzysztof Langer, CEO and co-founder, the word that defines 2024 is “development“.
“We have been expanding our skills, both through exciting client projects and our own internal initiatives. Thanks to our experiments with AI, I feel that we are learning completely new skills. This year we also made significant changes to our structure, merging Client Partnership and Project Management into a single Client Service team. Our financial results confirm that this was the right decision.”
Proudest projects of 2024
Admind’s work this year reflects our ambition to combine cutting-edge creativity with meaningful impact. Aleksandra highlighted two outstanding achievements:
- Repositioning ABB: “This project cemented our position as an experienced partner in large-scale brand transformation. It was a defining moment that demonstrated the strength of our team and our ability to execute on a global scale.”
- Experimental initiatives: While some remain confidential, Aleksandra noted the importance of taking risks. “Experimentation has allowed us to explore bold ideas and implement them in a structured, systematic way.”
For Mateusz, AI-driven collaborations have been a highlight. “The strategic and operational work with UBS and the repositioning of ABB were particularly inspiring. AI continues to be a direction worth investing in as it maximises both our efficiency and innovation,” he explained.
For Krzysztof, the year’s projects reaffirmed Admind’s world-class standards: “While they didn’t necessarily change my perspective, many of this year’s projects confirmed my belief that our teams are operating at the highest, global level. Strategically important and challenging initiatives such as the new brand positioning for ABB, the experimental AI innovation space for UBS and the product branding projects for Syngenta showcase our expertise, experience and culture of partnership, accountability and commitment”.
While proud of the success of several initiatives, Alicja emphasised the overarching value of collaboration. “What drives me is the way our teams work together. Shared effort, mutual support and decisions made with people – our teams, clients and communities – in mind. This spirit makes every project impactful,” she said.
Agnieszka reflected on two key initiatives:
- ReUnite Days: “This event, held in Krakow, exceeded all expectations. Admind Teams from all over the world collaborated to collaborate in workshops, share knowledge and celebrate Admind’s 14th anniversary. It was a true celebration of relationships and reinforced how powerful face-to-face connections can be”.
- Plakaton: “This design-focused event brought people together around climate awareness and societal change. It was a great example of how we can use creativity to make a positive impact beyond our organisation”.
Unconventional sources of inspiration
Innovation often comes from unexpected places.
For Aleksandra, inspiration comes from her team. “I am proud to work with such a fantastic group of people who constantly support me with their knowledge, ideas and energy,” she said.
For Krzysztof, inspiration comes from interactions and reflection during travel: “The people I interact with – our team, clients, and people from outside Admind, including business and creative industry experts – are always a source of inspiration. I also read a lot. On a more unconventional note, I find that my business trips and travels often lead to my most important reflections and ideas. I think it’s because changing environments and stepping out of daily operational frameworks allows me to think more freely and connect with new perspectives.”
Mateusz credits the energy of the growth and board teams. “The ideas, accountability and humour of my colleagues inspire me every day. The dedication of these teams is what keeps us moving forward week after week,” he said.
Alicja is inspired by the stories of others. “Attending conferences, workshops and projects with experts from different industries has been invaluable. Hearing about others’ successes, failures and journeys often reveals non-obvious solutions and helps me make better decisions.”
Agnieszka shared a unique perspective gained from raising two young children. “Parenting reminds me about the psychological needs of autonomy, development, relationships and security. Some of these essentials, linked to E. Deci i R. Ryan’s self-determination theory, are just as relevant in the workplace. At the same time, the partnership and collaborative principles I’ve learned at Admind elevate my personal relationships to a higher level.
Dreaming big for the future
The leadership team shares a common vision of leveraging Admind’s strengths to address new opportunities.
Aleksandra emphasised the importance of structured innovation. “With the right team and the right technology, ideas we discussed years ago now seem entirely achievable,” she said.
For Krzysztof, the focus is clear: product development. “In the age of advanced and evolving AI tools, I’m convinced that now is the perfect time to invest in this direction.”
Agnieszka dreams of organising a large-scale event focused on branding, transformation, technology and sustainability. “Having been part of inspiring events such as TEDxKrakow and OFFF Barcelona, I’d love to see Admind create something that brings together experts to share ideas and drive change,” she explained.
Mateusz shared his plans for continued investment in AI, digital solutions and creativity. “In 2025, I want to further support the strategic development of AI, growth and sustainability while promoting our values and social impact initiatives,” he said.
Alicja’s focus remains on sustainability. “Companies need to prepare for future challenges – whether economic, technological, or environmental. As a B Corp, we will continue to help organisations make responsible decisions that benefit both the present and the future,” she said.
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