Uncertainty
In September of 2025, I was laid off from my job as a developer at Flag Nor Fail. These are unprecedented times for all businesses: unbelievable overseas tariffs, rising costs of production and the uncertainties of the economy mean people are spending less, while inventory is costing more and more to replenish. In the wake of this, Flag Nor Fail was forced to make some difficult decisions and, over the course of the year, the layoffs started happening. First it was parts of the creative team, then the warehouse crew, then customer service. In September the remainder of the creative team was finally cut- which included me.
The next few weeks were dedicated to job searching, and in that I became largely unsuccessful. For me, all I can think about is my future. It was then I felt my visions of owning a home, having a semi-fruitful retirement, starting to twist into uncertainty. New ‘what ifs’ started to stack up, developing into a deep anxiety that everything was no longer all right.
Should I Start a Business?
In the past, I’d always answer the age-old interview question of “Where do you see yourself in 5 years” with: “I’d love to operate a creative agency.” The first time I was asked that question was in 2018 (7 years ago), and the last time was interviewing for Flag Nor Fail in 2021 (4 years ago). It’s at this point I recognize I’ve been kicking this rock down the road for a bit longer than I would’ve liked, but maybe I should’ve said 10 years, because what if I’m not ready.
Fuck it.
Over the last few years I’ve been aggressively saving for a home, but those are funds I can use to float myself while I pursue the ‘what if… this actually succeeds.’ It’s at this moment I realize how many hats I’ve worn for various brands in the past- designing web experiences, branding and graphics, developing front-ends and back-ends for websites and software applications, etc.
Identifying a Problem
The digital revolution has come to a point where if you aren’t prioritizing your online presence, mobile users and search… the future of your business is leaving a lot on the table. I would normally otherwise say ‘at stake’ here, but this valley is a community that thrives on local interaction and word of mouth. If you do good work in the Flathead Valley, people will talk about it, but once that talk turns into looking up online and finding… either nothing at all, or a lackluster experience, it insults the reputation it deserves. The digital reputation of your business should match the talk of the town and the in-person handshake that says: firm, professional, and trustworthy.
The Flathead Valley is home to a trove of locally-owned and operated businesses, many of which are world-class yet, digitally insignificant.
I see master builders with websites that look like DIY projects from 2012. I see high-end boutiques with broken mobile interfaces that frustrate customers before they even walk in the door. I see incredible service providers who are virtually impossible to find because their SEO strategy is non-existent.
The hard truth is that most local online presences are failing them.
In 2025, a website is more than just a digital brochure; it’s your primary storefront and your first impression. If your web presence is slow, confusing, or outdated, then the subconscious message becomes that your business is just that, and that will be the first impression. As recent industry insights and studies highlight, in as little as 50 milliseconds of a customer or user visiting your page they’ve already formed an opinion on trustworthiness based solely on the design and aesthetics (PubMed), and if left unsatisfied will move on to the next business.
A Creative Agency is Born
Enter Aether Fox Studio, a new digital creative agency aimed at local businesses to bring craftsmanship to the Rockies by connecting the quality of your trade to your online presence. I’m not here to just sell you a template, or a generic solution to look like everyone else’s. I’m here with purpose to build digital assets that work as hard as you do.
We live in a world where you have 50 milliseconds to prove you are trustworthy. You have spent years building your reputation in the physical world; do not let a neglected website destroy it in a fraction of a second.
If you’re a local business owner who’s been putting off that website refresh, or you know your online presence doesn’t reflect the quality of your work, let’s talk. No pressure, no hard sell—just a conversation about where you are and where you want to be.