June 10, 2025
10 Years of Wild Ideas in the Wild West
What time and change has taught us about staying sharp, scrappy, and strategic.
When Carmella launched, the iPhone 5 had just landed in people’s palms. Social media was still considered a distraction by most businesses, and strategy was often a logo and a brochure. We initially offered two services: social media and strategy. That was it. But we knew something big was coming, even if no one else saw it yet.
Clients wanted quick sales. We were selling a slow burn. Explaining what social media could do for a business felt like trying to teach a new language. E-commerce existed, but barely. We had to wire together systems that weren’t designed to communicate with each other. Image banks? Nonexistent. Scheduling tools? Unreliable at best.
So, we did what every good entrepreneur does: we made it up as we went. It was the Wild West of content, so we ponied up and cowboyed through it, testing formats, building frameworks, and catalyzing best practices before the rulebook had even been published.
Some of the platforms we thought would last have vanished (RIP, Amplify). Others, like Instagram, have become cultural forces that we couldn’t have predicted. We learned how digital storytelling works when you can’t see your audience, and how to make it matter anyway.
Through it all, our founder raised two small kids who quite literally grew up alongside the business. From late-night emails with a baby monitor nearby to weekend bike races, this journey has always been more than marketing. It’s been about community, connection, and showing up for the things you love.
Now, ten years in, Carmella has worked with towns, tourism boards, luxury lodges, and visionary developers across North America. We’ve helped launch new ideas, reposition old ones, and build resilient strategies in industries where attention is short and expectations are high.
We’ve stayed sharp by staying curious. We’ve seen trends come and go, but clarity, creativity, and consistency remain the ultimate winners every time.
And no matter what changes next, we’ll still be here. Testing. Building. Making sure our clients are ready to roll with the punches.
What’s Changed in a Decade of Digital
Staying sharp in a landscape that never stays still.
If the last few years have taught us anything, it’s this: marketing isn’t about doing more, it’s about doing what matters.
Between AI-generated everything, shifting algorithms, and the pressure to be everywhere at once, it’s easy to mistake activity for effectiveness. However, at Carmella, we’ve found that the brands achieving the best results are clearer rather than louder in their strategic approach.
They know their offer. They know their customer. And they know when to publish, pause, or pivot.
The clients we work with aren’t looking for shiny trends. They want systems that can withstand the seasons. They want stories that still work a year from now. Whether it’s a 10-second reel or a 10-page deck, they want strategy that earns attention.
What’s changed? A few things:
- Marketing timelines are shorter, but so are attention spans.
- Organic reach requires consistency, not luck.
- Personalization isn’t a nice-to-have. It’s expected.
- Performance is no longer platform-first. It’s brand-first.
When you get that right, marketing starts to feel less chaotic, less like shouting into the void, more like a conversation people want to have.
If you’re feeling pulled in every direction, you’re not alone. But the next right move is rarely “more.” It’s usually “simpler.” Let’s figure out what that looks like for your brand.
Weekly Faves
Read, Watch, Listen
Reset at 7,000 Feet
Fresh air, fresh perspective. Your team’s next breakthrough starts here.
Looking for a space to step away from the noise and dig into what really matters? Mount Engadine Lodge offers more than just views. With secluded cabins, chef-prepared meals, and trails right outside your door, it’s the kind of place where distractions fall away and ideas come into focus.
Whether you’re planning a team strategy session or a leadership retreat, this alpine escape in Kananaskis sets the stage for connection, creativity, and clarity.
Step outside. Breathe deeper. Work smarter.
Quote ‘CARMELLA’ when booking and enjoy Afternoon Tea for Two on the house.
Explore the Afternoon Tea menu
Client Spotlight
Alpine Mouldings
Alpine Mouldings specializes in premium wood finishes crafted for timeless design. Rooted in craftsmanship and built to last, their custom mouldings elevate everything from heritage homes to modern builds. We recently collaborated with the Alpine team to develop a clean, user-friendly digital product catalogue and accompanying installation guide. These tools help their clients visualize, specify, and install with confidence.
The result is a digital resource that reflects their high-quality craftsmanship while making the selection process smooth and accessible. Whether you’re a builder, designer, or DIY enthusiast, it’s built to make choosing and installing the right profile easier than ever.
Looking for custom moulding solutions with standout support? Visit Alpine Mouldings to learn more.
It's Our Year, Baby!
Let’s just say… you’ll want to be part of it.
We’ve got a decade of stories under our belt, and we’re not letting this milestone pass quietly. This summer, we’re planning something a little extra to mark the moment, and you’ll be the first to know.
Details are still under wraps, but keep an eye on your inbox and our socials. The celebrations are coming, and we promise they’ll be worth the wait.
Why Choose Carmella?
We are dedicated to growing your business. Our team of specialists brings extensive industry-specific knowledge, addressing challenges, trends, and client behaviours to deliver outstanding results.
Partnering with brands we believe in from the mountain peaks to the city streets.
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