126 ☼ Setting Goals for 2024 (and a look back)

GIVEAWAY: $150 gift certificate for the Moment shop

Dear friends,

This is the last Process of 2023! We’ll reflect on my 2023 goals and how they unfolded, and then we’ll turn toward the future, exploring my plans for Process in 2024 along with my photography goals for the coming year.

Also in this issue, a fantastic Process Giveaway with my friends at Moment who made available a $150 gift certificate to their online photography shop.

☀️ Shout out to my friends at Squarespace for helping make this issue possible ☀️

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2023 Goals (Looking Back)

Let's take a stroll through the goals I shared with you last December. A recap with the challenges, the wins, and the unexpected turns.

Two of probably 278 pups I photographed in 2023.

Goal 1: Publish 45 issues of Process.

Result: We hit 44 issues—over 44,000 words and more than 500 images! One issue short, but I am happy with this.

My main goal with Process is to inspire and encourage as many of you as possible to use photography to tell stories that matter to you. To that end, I have received many kind notes from readers saying Process helped them in one way or another. Maybe it nudged you to create your first photo essay, project, zine, or a shoot with a friend. I’m grateful for each and everyone of those messages! Keep 'em coming!

Goal 2: Launch Project X + Publish A New Piece of Printed Matter

Result: I had hoped to launch this in November, but this project grew in scope and I needed more time. Rather than rush it, I moved it to this coming February. 👀

Goal 3: Exhibit My Work in a Gallery Setting

Result: I did not! I was simply too busy with client work and personal projects to give this goal its proper attention. I won't make this an explicit goal for 2024 either, but remain open to opportunities if they come my way with new bodies of work.

Goal 4: Offer In-Person and Online Mentoring/Workshops

Result: I hosted 14 one-on-one mentor sessions in 2023 and love it. It's so fulfilling to apply my experience to help others turn ideas into practical plans and offer guidance for a project or portfolio. It does require a lot of time. I’ll open up 12 slots for 2024.

Goal 5: Professionalize The Business/Admin Side

Result: Big strides here—a new accountant, streamlined invoicing software, and improved SOWs. Putting in this work helped me navigate around my ADHD, with the goal of getting me out of my own way. I will write more about this in 2024, sharing lessons learned and tools I use to navigate the business side of being a photographer.

My accountant Ali at one of our meetings.

Goal 6: Show more vulnerability in my writing

Result: I opened up in projects like Re: Definition and wrote about my family in Process personal issues, and the feedback was heartwarming. Expect more in the future.

Goal 7: Launch my Online Shop

Result: The shop is live! I've been shipping out most copies of NOTICE personally. If you don’t have a copy of your own yet pick one up today to start your 2024 off with fresh inspiration. It’s the best way to support Process.

Goal 8: Be Better at Documenting My Personal Life

Result: Huge uptick in personal life pictures, especially thanks to my 365/2023 Photo Diary project, capturing unfiltered moments. Your response was incredible, and I'm thrilled it inspired many of you to start your own daily photo diaries for 2024.

Mom and dad in their backyard, single-use camera.

Serendipitous, Unexpected, Unplanned Highlights

In 2023, I had a total of 73 photo shoots, combining both client and personal projects. This reflects a 15% increase compared to 2022. A few firsts and unexpected wins:

My work was published in the New York Times for the first time, including a portrait of Ted Lasso creators Jason Sudeikis and Brendan Hunt.

We hosted the first-ever Process Photo Walk and Movie Screening featuring the fantastic Wrong Side of the Lens documentary and a Q&A with director Josh Ethan Johnson. Your enthusiasm made it a hit, 50+ of you joined, in the rain!

I broke my long-standing "No Weddings" rule when a very special couple invited me to shoot their wedding on a volcano in Sicily, entirely on film. I loved it.

I documented a full 10-day comedy festival, including dozens of shows and backstage moments. It was exhausting, fun, and included some of my biggest name portraits yet.

New York Times. Bottom two images are mine.

A Major Lesson (Re)Learned

Rule: Always make sure you have a pre-production meeting to align with your client.

While I typically follow this rule, I made a rare exception when a pre-production call was canceled last minute due to a scheduling conflict on the client side. Since my contact and I were already familiar, I assumed we were on the same page for the approach to the shoot. Unfortunately, this wasn't the case, and my creative choices surprised the client and were not aligned with their vision.

I was genuinely excited about this client, a museum I greatly admire, so the entire situation left me quite disappointed. Looking back, the cancellation of the pre-production meeting should have prompted me to send a mood board to align visually. It's a valuable lesson learned: never assume; always confirm that you understand the client's expectations.

Antwerp, from an ongoing half-frame series.

2024 Goals (Looking Forward)

I feel excited about next year, both in life and work. My life looks quite different from a year ago and I feel lucky to have a few people in my corner who love and support me. This support fires me up to be more creative and take bigger leaps. Here are a few:

Goal 1: Launch Process Project X + A New Book Series

Like I mentioned before, it’s secret and it will be announced in February. Soon!

Goal 2: Reduce Social Media Time, Increase Study Time

In 2023, I found myself once again spending too much time on social media. What would happen if I took that time and put it into studying the history of photography? Well, we will find out. I will deep dive into the nooks and crannies of the history of our craft and share it with you. I already posted a first history lesson on both Threads and Notes to see which platform offers the least friction and the most traction. It’s about the Photo-Secessionist movement.

Goal 3: Apply For 3 Artist Residencies and 3 Artist Grants

New territory! I will apply for three artist residencies and three artist grants. In the past, I've shied away from these opportunities, partly due to the amount of paperwork involved and partly because my focus was primarily on journalism and commercial work. However, as my focus shifts towards art and photo documentary projects, I'm diving into the often cumbersome application process—with newfound support. I’ll share my insights and any lessons learned with you along the way.

Goal 4: Continue the Daily Photo Diary Project

One photo a day, Kodak Tri-X, no pretense. Also, once 2023 comes to an end I will also create a little book of the first year of this project just for myself and my family.

Goal 5: Photograph 8 New People In My Backyard Studio

This requires a bit of a wait until the weather turns around, but once it does it’s on. My focus will be on portraits of friends who have a creative gift of sorts. Similar to this shoot from when my friend Brie visited Amsterdam (see below).

Brie, in my backyard studio.

Goal 6: Sell Prints

I’m most interested in silver-gelatin hand-prints crafted in the darkroom, released in a very limited edition and retouched by hand with a brush. It’s tons of work and higher-end materials compared to a regular print, but they really sing and will last for hundreds of years.

Silver-gelatin darkroom hand-print.

Goal 7: Launch Process Projected

My return to photography curation with a new ongoing series of exhibits showcasing emerging voices in socially engaged photography. I’m set to launch this in January at the What Is Happening Here gallery in Amsterdam. For more about my experience curating for museums like ICP in New York City, read Process 084 and see below.

Work I curated for The International Center of Photography (ICP)

Goal 8: Refocus My Client Work

When it comes to client work, I will refocus on jobs that align with my distinctive visual voice. Pre-pandemic, I was fortunate to only collaborate with clients who sought me out and embraced my style. Then, during the pandemic years, I found myself taking on jobs that didn't necessarily resonate with my voice.

In 2023, I experienced a renewed excitement as more clients chose me for my style, allowing me to work as my full authentic self. Examples include an editorial shoot for Cycling Magazine with tv presenter Orla Chennaoui and a promotional shoot with comedian Lara Ricote. Both were true collaborations full of trust and wonderful results that both the clients and myself were proud of.

It served as a reminder that my focus should remain on projects that genuinely reflect my creative identity. As I step into the new year, the mantra is clear: say ‘no’ more often to ensure every project is in tune with what I am good at and what I love doing.

Orla and Lara

Bonus Stretch Goals

Get a regular visual column in a publication, launch a new portrait project about people who use comedy to heal and bring joy, get back to making videos (anyone in or near Amsterdam that wants to help shoot/edit?), and try my hand at audio content.

Let's Do This, Together

What a year we’ve had! As you've seen, plans unfold, surprises emerge, and the best moments often happen without a script.

Join me on this adventure and let's make 2024 a year of creativity, growth, and shared stories. As always, I’ll bring you along for the ride and share lessons learned, good and bad. I’d love to hear about your goals and ideas too, and how I can help, see below.

That’s it for this week! If you enjoyed this issue, please share it with your friends.

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Have a wonderful year-end and don’t forget to take lots of pictures of your family and friends. Process will be back on January 14th. I can’t wait.

Keep shooting and take good care of yourselves and others,

Wesley

P.S. Special thanks to all the people who have helped me this year. First of all, all 10,000+ readers who take the time to read, comment, write, and share Process. I am grateful for you. I am so lucky to have many talented, kind, and creative collaborators who have been part of Process this year. First of all, everyone at Carmencita Film Lab without whose support and craftsmanship none of this would be possible. Taylor for assisting and helping behind the scenes. Vangelis for helping me manage the Giveaways, Liske runs my favorite Studio 13, Paul Jun and Minnow Park who are my go-to brainstorming friends, Guido and Thor who have been interning with me for the past few months, and, of course, Nastya who is my main creative soundboard and also an expert proofreader. Finally, the kind and talented folks at MPB, Squarespace, Kodak Alaris and Moment, and all the companies who supported the Process Giveaways. Thank you. ❤️

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Gear & Tools Used

Camera: The digital images were shot on the Canon 5D Mark IV using the Canon EF 24-70mm f/2.8 L USM and the Fujifilm X100F. The analog images were shot on a Contax G2 with a Carl Zeiss Planar 35mm f2, a Kodak Tri-X Single-Use camera, an Olympus Pen-F with a 55mm f2 lens, and a Pentax 67ii with a 105mm 2.4 lens.

These are links to my friends over at MPB.com, my go-to place to buy, sell, and trade used cameras and lenses. MPB caters to over 625,000 visual storytellers and provides a 6-month warranty. Thanks for supporting the Process community, MPB! <3

Film Stocks: Kodak Tri-X, Double X.

Lab: All my analog work is developed and scanned by my friends at Carmencita Film Lab. They’re my favorite lab. Use code “PROCESS” to get a free size upgrade.

Website: A big thank you to Squarespace for making this edition of Process a reality. If you need a website, I highly recommend Squarespace. I've been a satisfied customer for over 10 years (!!!) – it's incredibly user-friendly and fun to use, allowing me to effortlessly create and maintain a beautiful and professional portfolio and webshop.

Use the code PROCESS10 for 10% off your first order.

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Process Giveaway

My pals over at Moment are back for a generous giveaway! One winner will receive a $150 gift card to buy whatever you wish including film, bags, a course, and more.

To enter this week’s giveaway answer the following question in the comments:

Q: What is one of your creative goals for 2024?

Goals can be small and specific like learning how to use a flash, or big and ambitious like producing your first zine.

ENTER THIS WEEK’S GIVEAWAY before 11 a.m. EST on January 20th.

The winner will be randomly drawn. This giveaway is for Process subscribers only.

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