This is not just a business story
This is a love story.
And like most love stories, it did not start with a plan. It started with two people sitting together one Friday evening, being honest with each other about how they were feeling.
We were fine, on paper. But something quietly felt like it was missing. Not in each other, but in the way we were living. Days were full but somehow not fulfilling. We were doing things, moving fast, staying busy. But we were not really growing. We were not building anything that felt like ours.
And we think a lot of people know that feeling. Maybe you are in it right now.
When love stops being curious
There is something that happens in relationships over time, and nobody really talks about it openly.
You start out with so much energy. Everything feels new and exciting. You want to know everything about the other person, try new things together, dream out loud.
And then slowly, without even noticing, you settle into a routine. The same conversations. The same patterns. Comfortable, yes. But somewhere along the way, the curiosity fades. The growth stops. And love, which was once this alive and moving thing, starts to feel like a habit.
We went through this too. It was not dramatic. There was no big fight or breaking point. It was just this quiet awareness one day that we had stopped choosing each other with intention. We were just... coexisting.
And that scared us more than any argument ever could.
The Friday we chose differently
So we talked. Really talked. Not about problems to fix or plans to make, but about what we actually wanted. What kind of life we wanted to build. What kind of people we wanted to grow into, together.
We realised that love, real love, is not a feeling you wait for. It is something you choose. Every single day. And when you choose it with purpose, it becomes the most powerful thing you have.
It pushes you out of comfort zones you would never leave alone. It makes you braver than you thought you were. It makes you want to build things that are worthy of what you feel for each other.
That Friday, we chose growth. We chose each other, on purpose, all over again.
And out of that choice, Since That Friday was born.
What we started building
We did not have everything figured out. We just had each other, a lot of curiosity, and things we had slowly learned over the years by trying, failing, and trying again.
But more than anything, we had a reason now.
A real one.
We wanted to help other people build things they genuinely cared about. Because we knew what it felt like to finally care about something again. And we wanted to bring that feeling into the work we did for others.
That is the soul of Since That Friday. Not a service offering. Not a portfolio. A genuine desire to help people build something meaningful.
How we show up for the people we work with
Before we ever open a design file or write a line of code, we listen.
We want to know what you are building and why it matters to you. Not just the brief, the actual feeling underneath it. What do you want people to feel when they come across your brand? What are you afraid of getting wrong? What would make you truly proud of this?
Those answers change everything about how we work.
A lot of the world has become very transactional. You send a brief, someone delivers a file, you pay and move on. We understand why that exists. But it is not what we are here to do.
We are here to actually understand you. To carry your project like it is ours. To make decisions the way you would make them if you had the time and the expertise to do it yourself.
We keep our work intentionally small so that every person we work with gets our full presence. Not just our time, but our genuine attention and care.
We built ourselves first
Before we worked on a single thing for anyone else, we built our own brand from the ground up. Every word on this website, every colour you see, every decision about how this should feel and what it should say was made by us, together.
And that process taught us something we will never forget.
It is vulnerable to build something that represents you. When it is truly yours, every small decision carries weight. You second guess things. You sit with things longer than expected. You care deeply about whether it feels right.
That is the feeling we carry into your project.
We know what it is like to hand something you have poured yourself into to someone else, and hope with your whole heart that they treat it well.
We will always treat it well. That is our promise.
A small note to you, before you go
Whether you are here because you are building a business, or because something in this story felt familiar, we are really glad you found this page.
If you are in a relationship and you recognised yourself somewhere in these words, we hope this is a small reminder that choosing growth together is one of the most beautiful things you can do. It will not always be easy. But it will always be worth it.
And if you are building something, a brand, a business, an idea that you care about, and you want people by your side who will care about it the same way you do, we would genuinely love to hear from you.
Everything good we have done has been since that Friday.
We hope your Friday comes too.
With love, Sam and Abi