By Darcy Ann Flanders
Becoming an entrepreneur was not always in my plans, but once I made the leap 28 years ago, I never looked back. After rising through the ranks from junior designer to VP at a demanding creative agency in New York City, I decided to leave the money and the security behind because I wanted children and more work-life balance.
So I started my own branding and design agency, BaselineGroupNY, which endured multiple setbacks during some of our most unprecedented times. How did I survive? Grit: once you decide to start a business, you step onto the surfboard, no matter how big the waves or how rough the white-wash is, you have to hang on.
BaselineGroupNY launched in Manhattan and our office was near the Twin Towers, which meant the first big hurdle was surviving the aftermath of 9/11. We were not immediately allowed back and once we were, it was emotionally devastating. Plus, our clients at the time were mostly in finance and many were in the towers that day or decided to relocate thereafter. Agency clients will always come and go, of course, but losing them in this way was extremely sad.
After recovering from 9/11, the literal waves from Superstorm Sandy washed upon us causing floods and chaos. While lower Manhattan was underwater, the flooding closed down our office and damaged our server, forcing us to recreate many files on our dime. The silver lining from this situation was we put our business on the cloud, which allowed us the ability to work remotely and back up our server (that came in handy during COVID!).
Ten years after launching Baseline, I had the most difficult setback that required not only grit, but also humility and empathy. In 2008 the roughest white-wash we wadded through was the financial crash. At that point we were a $1.5-million-dollar agency serving mainly the financial industry, so within the next two years our annual revenue dropped to $375,000.
I was not going to give up on my company. I did something most business owners don’t want to do: I opened my books to the employees who were willing to stay with me. Why? Because I wanted them to know I was being honest about money (no raises or bonuses for an undetermined amount of time) and I wanted them to buy into being a part of saving BaselineGroupNY. And we did it – together!
And now, 28 years after launching my business, I received one of the most prestigious recognitions for a woman-owned business, the WBENC WBE Star Award, representing WBEC Metro NY. This national honor annually celebrates 14 trailblazing women who lead with vision, innovation, and impact, while supporting their corporate clients. As I look back and reflect on the past, I feel so much pride for myself and my team because I know the uphill battle it took to reach this peak.
Nature, economic circumstances, and life, among other things, will throw curveballs at you and your business. Having grit and being adaptable does not mean sugarcoating things and saying, “It will be fine.” Rather, it requires being very real about what is happening and adapting to the new circumstance.
When the economic crash of 2008 disabled our financial services client base, we adopted and secured clients in new industries, and learned how to serve them creatively. Our expansion of client verticals included healthcare, construction, higher education and even nonprofit. Grit means you have to be humble enough to admit defeat and determined enough to pivot.
My team and I weathered the storm, and not only are we stronger for it, but our clients also benefit from the resilience and adaptability we bring to every project.
Darcy Ann Flanders is the CEO and Chief Creative Strategist of BaselineGroupNY, an award-winning creative agency with 28 years in design and branding. With over 35 years in the industry, she helps brands achieve their goals through tailored digital and print solutions. Her leadership drives creativity and client satisfaction, making Baseline a trusted partner for clients like Capital One, Citi Private Bank, and Northwell Health. Her agency is the recipient of accolades from the Financial Communications Society, MUSE Awards, and Graphic Design USA. In 2025, she received the WBE Star Award, representing WBEC Metro NY, the New York regional partner organization. You can follow and connect with BaselineGroupNY on Facebook, Instagram and Linkedin.
