Q] What inspired you to start The Germ?
Honestly, I never set out to build an agency. In mid-2023, I quit my job to freelance, but soon realised it would be far more sustainable and creatively fulfilling to operate under a larger umbrella. I wanted a space where I could collaborate with other independent professionals who think alike. That’s how The Germ came about. It isn’t a conventional agency with a fixed payroll. Instead, we work as a collective of independents who plug in and out based on the project. It gives us the structure of a team but with the agility and flexibility of freelancing.
Q] What has been the biggest challenge of going independent?
It’s very different from what you imagine. In the beginning, it feels liberating; you’re your own boss, you choose your projects. But reality sets in quickly: you’re not just the creative anymore. You’re also the business developer, the client manager, and the one keeping the entire operation afloat. That’s where patience really matters. There are stretches of self-doubt when you wonder, ‘Did I make the right choice?’ And truthfully, even five years down the line, that question may linger. The difference is, you learn to live with it and balance the highs with the lows.
Q] Are brands more open to working with independent agencies, or do you still sense some hesitation?
It’s a bit of both. Some clients love the agility; they like that we can move fast, without layers of hierarchy or bureaucracy. They also appreciate knowing they’re dealing directly with the person responsible for their work. But there’s also hesitation. Some clients worry about whether we have the scale to handle large projects or deliver consistently. Which is why those early clients who took a chance on us are so important. Without them, we wouldn’t have been able to prove what we could do.
Q] Independence seems like a double-edged sword. You get freedom, but you also face uncertainty. How do you find the balance?
You have to accept that both will always exist. Freedom isn’t free; it comes with insecurity. There’s no steady paycheck and no comfort zone. But the flip side is, no one tells you what to do. If I want to take on a risky idea or chase a project purely because I love it, I can. That’s the trade-off. And for me, it’s worth it.
