Barrel 19 Letter

Borrowed

“But perhaps that’s one of the key lessons of this chapter: success often requires a wild ride, full of bold decisions and pivots, but transformational change anchored in a solid system. Change before you expect it is probably a good thing. In fact, a strong culture may drive that change. And the opposite of success through reinvention may just be failure through stagnation."

From "Lessons from the Titans" by Scott Davis, Carter Copeland, and Rob Wertheimer [Book]

Learned & Thought

I sat down thinking I'd write about Barrel's 19th year anniversary milestone, then figured, what better way than to share the note I sent to the team this morning? So, here it is...

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Good morning everyone,

I hope you had a great weekend. I held off on my Friday update last week to share a few words on yesterday's milestone: Barrel’s 19th anniversary, or as we say, Barrel-versary.

What started with our co-founders, Peter and Sei-Wook, building websites for student groups and nonprofits in a Columbia University dorm room has grown into something that’s impacted thousands of people, from brands and their customers to past employees and each of us. A lot has changed since then (our services, our clients, our team, etc), but the spirit has stayed the same. We love learning and solving problems. We’re motivated by the opportunity to help our clients succeed.

As many of you know, I joined Barrel as a freelance designer 12 years ago. I had no idea what was ahead, but I was more excited than ever to become a part of what they were building. I kept showing up, eager to learn and contribute. This place allowed me to keep going and improve at every step. I feel grateful every day to be here and for the impact Barrel has had on me, personally and professionally.

When I stepped into the CEO role one year ago, I felt a responsibility to foster the same kind of experience for others, creating a company where people feel supported, challenged, and connected to their work. But I realized that it doesn’t just come from me but from all of you and the culture we cultivate together. Your care, effort, and thoughtfulness make Barrel a special place, one I feel just as energized to be part of today as I did on my first day.

While a milestone like this is a chance to reflect, more importantly, it’s a moment to look ahead at what we’re building: becoming the go-to agency for CPG brands looking to create connected experiences with their customers across every channel. It’s a reminder that when we focus on the right inputs, like seeking feedback, asking questions, being thoughtful with our time, and challenging ourselves (and each other), we keep moving closer to that goal.

Over the past 12 months, we’ve made a lot of changes in how we collaborate and support our clients. Whether jumping in on a unique project, rethinking an approach, or working through a new challenge, seeing how you have responded through it all has been incredible.

And the pace of change isn’t slowing down. Not at Barrel, not around us. With new advancements (has anyone mentioned AI? ) reshaping our industry in real time, we have an opportunity to lead. That means staying curious, being willing to experiment (and fail), and questioning the status quo. It’s on us to keep raising the bar, not just in what we deliver but in how we do it, how we lead, and how we evolve.

I feel a real sense of momentum right now. There’s a growing clarity around who we are and where we’re going. We’re investing in the areas that will carry us forward: sharpening how we position ourselves, adding new roles across strategy, marketing, and sales, expanding our capabilities, and continuing to make Barrel a place where great work and strong culture thrive together.

What gives me the most confidence is all of you. You care about the details and the bigger picture. You take ownership, stay focused, and continue to show up for our clients and for each other. You’re committed to doing meaningful work and getting better, regardless of the wins or setbacks. That mindset is what creates real value for our clients. It’s why they trust us, and we don’t take that for granted.

Thank you for being part of this journey. I’m proud of what we’ve built together and excited about where we’re going.

Tomorrow at meetup, we’ll take a little time to celebrate. Please come ready to share a favorite memory from the past year.

Let’s keep building!

Lucas