174 ☼ 2024: Wins, Misses, and What’s Next for 2025
+ Excire Giveaway Contest!
Dear friends,
In this final issue of the year:
A look back at my 2024 Photography Goals and how things went.
My 2025 Photography Goals and what’s ahead.
A new Memory Retrieved with a Jay-Z twist—and a Process x Excire Giveaway!
A tease about a brand new analog camera…
Before we dive in, I want to take a moment to thank you for reading and sharing Process this year, for supporting my work through the Process Photo Club, and for buying my photo books and Process Workbooks. Your support keeps Process free and accessible to everyone while helping it move toward becoming fully self-sustaining.
2024 Goals: Wins, Lessons, and Surprises
Some of my 2024 goals went better than I hoped, others completely flopped, and a few took exciting turns I didn’t see coming. Here we go:
Goal 1: Launch Process Project X + A New Book Series
Both goals—check and check!
Project X was my code name for the Process Photo Club, the paid tier of this newsletter. It took over a year to launch because I wanted the perks to feel unique, worthwhile, and genuinely valuable. Members can easily earn back their membership fee through discounts on books and mentorship sessions within the year. Grateful for everyone who has joined so far, and it’s gonna only get better for member in 2025!
And about that new book series I hinted at? It’s, of course, the NOTICE Journal series. As most of you know, the first volume just came out a few weeks ago. I’m so proud of this book and grateful to the incredibly talented people I got to collaborate with on it. Seeing it pop up on your Instagram stories as orders arrive around the world has been such a joy. Thank you for that! Please keep sharing!
Goal 2: Reduce Social Media Time, Increase Study Time
Well… this one didn’t go as planned. I swapped social media for study time for about a month, but soon found myself scrolling again. The good news? I did cut back on social media and phone time a bit—progress is progress. The extra time didn’t go to studying as much as I hoped, but instead to doodling, exploring other art forms, handling life stuff, and working more. Not exactly the goal, but not a total loss either.
Goals 3 + 4 + 5 + 6: Quick Results
Goal 3: Apply For 3 Artist Residencies and Artist Grants — Partial victory! I looked into a bunch of artist residencies, applied for two, and I was accepted into both. One of them was my incredible stay in Finland, which I wrote about in Process 136 and 151.
Grants, on the other hand? Big fail. I researched plenty of them, but when it came to sitting down, filling out the paperwork, and actually applying… it just didn’t happen. For those of us with busy, messy brains, that level of admin can feel impossible sometimes. But I know it’s worth it, and I’m determined to get better at this next year.
Goal 4: Continue the Daily Photo Diary Project — Success! This has become such a natural part of my daily routine that I don’t even need to set it as a goal anymore. If you’re curious about why I think everyone should try this, read more about it here.
Goal 5: Sell Prints — Success! With the launch of NOTICE Journal, Volume One, I included a special edition including a limited-edition fine art print, and it’s been a popular choice. I’m excited to release more prints in 2025.
Goal 6: Refocus My Client Work
Partial success—with a side of unexpected growth! After moving to Amsterdam four years ago, I had to rebuild my client base from scratch. In NYC and SF, I had a well-established network, but starting over in a new country with tight-knit networks, smaller budgets, and a whole new scene? Not gonna lie—it’s been a challenge.
This year, my goal was to focus more on the kind of work that aligns with my personal projects: portraits of interesting people doing interesting things. I made some solid progress there, landing exciting shoots for magazines, startups, and individual clients.
But here’s the twist I didn’t see coming: I also got much better at something I hadn’t included in this refocus—corporate portraiture and events. And, to my surprise, I’ve really started to enjoy it. A big reason for that has been who I worked with. From some fantastic lighting assistants to generous clients who embraced my creative spin on what could’ve been standard-issue (boring) headshots and event photos.
The big takeaway? When you get better at something, the work becomes more fun, which in turn makes it easier to bring your unique visual voice to the work.
Unexpected Surprises
Not everything went according to plan this year, but that came with some unexpected and pretty great surprises. I published 48 issues of Process in 2024 (my goal was 44), got officially involved with the launch of the Pentax 17 camera, hosted a Process Workbook-themed photo competition with Lomography that broke their record with nearly 3,000 entries, went to Paris Photo for the first time and introduced my new book there, rediscovered how taking a break can seriously boost creativity, and finally gave in to shooting tethered and loved it.
Looking Ahead: 2025 Goals
This year, my goals fall into two categories: Process goals (all about the newsletter and community) and photography goals (all about, well, photography). Simple ain’t it?
Process Goals
Each year, working on Process gets more exciting. Knowing over 13,000 kind, creative people genuinely care? Still kind of wild. Sharing the creative process has become one of my favorite parts of being a photographer. I want to demystify the work and inspire more people to pick up a camera and tell stories they care about.
Here’s what I’m aiming for in 2025:
1. Publish Process Workbook Volumes Three and Four
Keep building a collection of assignments to help photographers stop overthinking, start creating, and get out of their own way. The books will launch in June and December and be free for Process Photo Club members and available for purchase for everyone else. Grab Volume One and Two here and get €1-off just for today.
2. Expand the Process Photo Club + More Photo Walks
Next year, I’m adding online and in-person workshops, biannual check-ins, and ways for Process Workbook users to connect and share feedback. I’ll also share custom tools like email templates for pitching clients and press, plus other creative business resources—including my roll notes template.
This year’s photo walks in Berlin, Amsterdam, Madrid, Paris, and London were a blast. In 2025, I plan to revisit those cities in spring and summer—and maybe add one more to the mix.
3. Make More Videos
Let’s be clear: I’m not trying to become a YouTuber. But wow, did I have a blast making videos this year. Writing, concepting, even acting—it’s been such a fun way to stretch myself creatively, and I want to keep going.
Earlier today, I released a new video with filmmaker Alain Galje which turns the concept of an “unboxing video” upside down. This fall, I collaborated with director Joseph Frank on two short films, including an alternative book trailer for NJV1. And then there’s the video below, made with Luc Satter, to introduce the brand-new Pentax 17 to the world.
What I love most is the chance to push back against the expected and try to create something unique and, dare I say (snob alert), a bit more cinematic. More coming!
4. Help Bring A New Analog Camera To Market
I can’t say much yet, but here’s the gist: I’ve been brought in to help shape the strategy for a brand-new analog point-and-shoot camera. And when I say “brand-new,” I don’t mean some re-skinned, semi-disposable, plastic-lensed wannabe with big promises and zero follow-through. I’m talking about a legit, from-scratch creation designed to be a serious alternative to classic point-and-shoots like the Olympus Mju, Konica Big Mini, and Yashica T4.
I haven’t shot with it yet, so I can’t yet vouch for the image quality—it’s still in pre-production—but if it delivers on what I’m told, it may well be a game changer. I’ll keep you updated as the process unfolds.
Photography Goals
1. Get My Business Together (Like, Really Together)
I’ve been, by all normal measures, a successful professional photographer for over a decade, so you’d think I’d have the admin side buttoned up by now. Spoiler: I don’t. Instead, I’ve been winging it, which means unnecessary stress and redoing the same tasks for every client. Next year, that changes. I’ve spent December tightening up contracts, streamlining client onboarding, polishing pitch decks, updating pricing, and building systems that help me get out of my own way and create more time for making and creativity. I’ll share specific systems and insights with the Process Photo Club in the new year.
2. Make More Photo Books
I think it’s clear by now that I love making photo books. NOTICE Journal, Volume One kicked off an ongoing series because I’m hooked on working in a series format—it lets me plan ahead and keep the momentum going. Volume Two will be out next October. Same size, same materials, new color, new collaborators, new body of work.
I’ll also be working on photo books for other photographers. Some of these are still under wraps, but I can share that my good friend Pie Aerts has a book coming out with a fantastic, well-known publisher. I’ve been helping him as a strategic advisor and curator to bring this incredible body of work to life. It’s gonna be so good.
3. Work Smarter, and Bigger, Not Just More
With a busy mind like mine, it’s easy to drown in a sea of endless to-do lists, crossing off a million small tasks but feeling like there’s not much to show for it in the end. Next year, I’m shifting gears. I’ve structured my year around key milestones—like a book release, a Process Photo Walk tour, and some big long-term projects—and made sure the smaller tasks actually support those goals. Less busywork, more purpose, and keeping my eye on the ball instead of chasing every little thing that pops up.
4. Land a Visual Column
I’ve always wanted a regular visual column with a publication I admire—something series-based, portrait-focused, and super specific in its aesthetic. I love the idea of publishing in a space that is not my own, collaborating with an editorial voice, and reaching a fresh audience. In 2025, I’ll brainstorm some ideas and will start pitching.
That’s it! Thanks so much for reading and caring. If there are ways I can help you with your own goals for 2025, drop me a line!
NEXT ISSUE: I’ll be back in your inbox on January 12th, kicking off the year with the Process Photography Manifesto. It’s a conversation with you about a healthy way to approach photography, both as a maker and an appreciator. I’ve been chipping away at this thing for two months, and I can’t wait to share it and see what you think!
Keep shooting and take good care of yourselves and others. Happy holidays! <3
Wesley
PS Shout out to Noah Kalina who talked about NOTICE Journal, Volume One, on his wonderfully original YouTube channel last week in his Hotline episode. He also has a newsletter, which you can find here:
.Memory Retrieved — A Process x Excire Giveaway
I’ve been diving into my photo archive with software program Excire, using a keyword suggested by a Process reader. This month’s keyword is "bemused," courtesy of reader Andrew Hager!
Since I have set up Excire for my entire archive—including years of phone camera rolls—this search led me to rediscover tons candid snaps of friends and family being silly. It was great to relive all those moments while scrolling through the results. The photo I ended up selecting was one I took in 2015 while visiting my parents. The cow’s expression is indeed a bit bemused! How is this photo related to Jay-Z? Keep reading.
I originally took the photo during a photo walk with no particular purpose. Later, it became part of one of my goofiest projects: a 50-day Instagram series where I paired each daily photo with a Jay-Z lyric as the caption. I didn’t mention they were Jay-Z lyrics until the project ended, making it a fun challenge to pick lyrics that fit the photos enough to go unnoticed by anyone who wasn’t a Hip Hop aficionado.
For example, this cow photo was captioned “I’m from where the beef is inevitable,” from Jay-Z’s Where I’m From. In the song, “beef” refers to conflict, but for my photo, it was just a playful nod to the cows. It was so much fun to pull off—and after the big reveal, Buzzfeed (remember them?) featured the project in one of their pop culture roundups.
Congrats to Andrew, who wins a free copy of Excire!
Which keyword should I search for next month?
Leave a keyword in the comments, and I’ll randomly choose one person to win a free copy of Excire. Surprise me and get creative with your suggestion!
Excire is a powerful AI-based software that tags your photos and makes them searchable by keyword—perfect for organizing and finding your images. Check out Excire here. Process readers receive 15% off with the coupon code "PROCESS" at checkout. Highly recommended, this program has saved me hours of work already.
Gear & Tools Used
Camera: Konica Big Mini, Canon 5D Mark IV, iPhone 12
Thank you to the good folks at MPB.com for helping make this all possible and for supporting Process. They’re my go-to place to buy, sell, and trade used cameras and lenses. I love their service and am a paying customer. MPB caters to over 625,000 visual storytellers and provides a 6-month warranty. Thanks for the support, MPB! <3
Lab: All my analog work is developed and scanned by my friends at Carmencita Film Lab. They’re my favorite lab in the world. Use code “PROCESS” to get a free upgrade.
Always a pleasure to get an insight of your work!! And I'm really looking forward to that new p&s-camera!! Congrats on your year!
Crushing it dude ❤️