What it's like to let go.

Today, I want to open up and share some transformative changes straight from the heart of treetree. The big news is this: treetree is joining LMG, a marketing agency rooted in Dayton and Charlotte, with a shared focus on financial services, retail, and health & wellness brands.

The genesis

Go back to 2009 – a time when treetree was a seedling, sprouting from the soil of ambition and passion. My partner and I co-founded this agency at my dining room table with nothing more than a great idea, a $500 deposit to open our business checking account, and a burning determination to make a difference. We started down the path of a six-month experiment to see what would happen. Little did we know the winding road this venture would lead us down — full of the best humans, many challenges, and exciting opportunities that led to creating the favorite agency I've personally ever been a part of.

Fast forward nearly 15 years, and treetree has become a thriving force, both for the trees and our incredible clients. During that time, my husband and I have welcomed three children, grown his business at the same time, entered new decades, and learned and changed immensely. The journey of treetree hasn't always been a walk in the park; it's had its share of challenges and enchanting moments. Yet, now it's time to turn the page. It's time to usher in a new era to facilitate continued growth for treetree and to allow me to pivot toward the next chapter, one that prioritizes my health and family.

treetree meets LMG

Why LMG? It's more than a strategic move; it's a tale of friendship and mutual respect. Doug Lunne, the founder and president of LMG, and I share a story that spans over a decade. We weathered storms, shared victories, and built our respective agencies side by side. Our cultures, processes, and commitment to solving problems for clients align seamlessly, making this union not just strategic, but profoundly personal. There is mutual trust, admiration, respect, and loyalty already built in to our foundation.

The emotional landscape of change

Now, let's talk about the elephant in the room — change. It's a word that invokes a spectrum of emotions: excitement, anxiety, anticipation, and perhaps a hint of nostalgia. For me, it reminds me of standing on the edge of a tiny trapeze platform, looking out into the unknown with only a thin bar to hold onto and a seemingly invisible net to catch me. It's bittersweet, thrilling, and laden with hope. I hope, I hope, I hope.?

Imagine meticulously tending to a garden, watching it bloom and flourish. Each tiny bud tells a story of hard work, dedication, and love. And then comes the moment to entrust it to someone else. It's like letting go of a helium balloon; marked by being exhilarated by the ascent, yet longing to hold on to the string. That's how I feel. I'm both ready to let go and yearning to hold on.

Navigating the path ahead

Change doesn't mean abandonment; it's an evolution, a natural progression. As treetree and LMG embark on this journey of forming one agency, our promise remains unwavering – to deliver top-notch services, cultivate meaningful relationships, and solve problems creatively while embracing the special humans who form our company and providing them amazing opportunities to grow.

For now, both treetree and LMG will retain their individual brands, with a fresh, unified identity on the horizon. Doug will take the reins as owner and president of the new entity. Meanwhile, Megan Myers, treetree's current Chief Creative Officer, has taken her seat at the new leadership table, ensuring the legacy of stellar work and collaboration endures. The treehouse in Columbus will remain our creative hub, with new faces joining the team to enrich our collective expertise, and we now have a powerful 60-person team across three markets in Dayton, Columbus, and Charlotte.

What's ahead for me? I'll transition into a part-time role of growth advisor, a mentor bridging the past and the future, focused exclusively on the success and satisfaction of treetree's legacy clients for the immediate future. I'll be focusing more on home and my three children, Bennett (10), Rowe (8), and Henry (1). I'm looking forward to volunteering more at their school, attending story time at the local library with our youngest, participating in lessons instead of just scheduling them, and helping my husband, Chris, grow his business further. Life in the driver's seat of a business takes its toll on the owner over time; I've had my share of stress and health issues related and unrelated to my profession. I'm going to take stock of what I need to do to take better care of myself and my family. That, in itself, will be a whole journey of undoing years of a certain pace and drive.

Expressing gratitude from every membrane

As I share this news, my heart swells with gratitude for so many people because success is never a solitary journey. I have so much gratitude for the experiences, relationships, trust, belief, and lessons that have shaped treetree. Gratitude for the magic that happened within these branches. And most importantly, gratitude for each one of you – our cherished clients, partners, and friends (to me, you've always been one in the same).

Change is a constant, unyielding force. It's about evolution, growth, and the acknowledgment that every chapter must come to an end for a new one to begin.

A quote by Marianne Williamson encapsulates a cornerstone of our culture at treetree: "You playing small doesn’t serve the world... As you let your own light shine, you indirectly give others permission to do the same.” At treetree, we live by the mantra to "Shine Brightly." When each of us shines our brightest, we collectively light up the whole sky. I am committed to honoring my whole self and my whole family so I can shine my brightest as just Becca. It will take me a minute to figure out who Becca is without treetree being so central (hellooooo, identity crisis!), but I'm excited for what lies ahead and incredibly confident in the future of the agency.

I've placed my baby bird in a comfy, spacious new "nest". I have trusted colleagues in both Doug and Megan to take the core of who we are and mold it into the agency of the future. I know my team will have exceptional opportunities for growth, resources, and infrastructure to better support our work. I know that our clients will be very well taken care of. And I know I will now have the time for me to take better care of Team Apfelstadt.

With much love and gratitude for your support and encouragement these 15 years.

Becca