Annotations Part 2: The Stretch (2018-2021)

Following their public recognition, the studio is no longer a secret — and neither are its growing pains. This episode explores the ambitions and sacrifices behind DrawHistory’s expansion, from growing the business during the pandemic to expanding into APAC: the wins, the cultural tightropes, and the reckoning that comes when purpose starts to feel stretched. Jeff and Angel speak openly about leadership fatigue, transparency, and keeping the soul of the studio intact.

About Annotations

Annotations is a raw and reflective three-part audio series about building — and ultimately evolving and letting go of — one of Australia’s early purpose-led strategy and design studios, DrawHistory.

Co-founders Jeffrey Effendi and Angel Chen open the vault on a decade of navigating ambitions, doubts, and decisions with former teammate Kosta Lucas. From advocating with refugee communities to reimagining technology’s role in democracy, they trace the personal and professional choices that shaped their journey.

For anyone at a crossroads or quietly asking themselves what’s next, Annotations is part memoir, part manual — a time capsule of the fears, flashpoints, and moments of clarity that come with trying to do meaningful work, and the courage it takes to evolve.