Our Manifesto

This is a public declaration to our clients, colleagues, family and friends – and anyone who comes across our work.

To be honest.

To ourselves, to our clients and to the graphic design projects we work on. Honesty is not always welcome, but the least we can do is to tell it how it is.

To push hardest in the last 5% of the project.

This is the time when that extra polish can make the difference between a good piece of design and a great one. We will go the extra mile, whether it is a website design, an online advertisement, or a brochure design, or a direct marketing piece.

To carry on thinking even when we may have the best idea.

We'll put it on the back boiler for a while and get a coffee or tea. That’s because, it’s usually when your mind is not forced into thinking about anything in particular that the best ideas surface.

To let our design have a sense of self.

The best graphic design has a sense of self. We'll engender our projects with the necessary and right amount.

To give it time.

Time is precious. Many think they do not have time to work things out properly, make decisions or go for lunch. We'll make time. We like to allow clients the luxury of time to give a considered response to our work. We feel it’s better to get a real constructive response than one born under pressure.

To not talk jargon.

We always say it like it is. And say it simply. Jargon is for people that don't know what they are talking about or feel they have to add gloss to their case.

To keep things simple.

A strong graphic design concept or strategic delivery is always best when done simply and elegantly.

To ask questions.

Whether it’s to understand a brief, an idea or a new product, we'll ask questions. These are the key to the right solutions and the only way forward.

To accept everyone is a leader.

Ideas can come from anywhere. Whenever they do, allow them to emerge. Learn to follow when it makes sense. Let anyone lead. (This isn’t our idea, thanks Bruce Mau).

To be curious.

Curiosity is growth. Growth is creative.

To design work we are proud of.

To create design our clients can be proud of. We will produce work we would happily show the people we most respect and are closest to.

To use software as a tool.

Pencils generate ideas, software assists design.

To enjoy the process

The process is just as important as the results. Feel good about the process, it will improve the design.

To present the right solution.

And only the right solution.

To not follow but to lead.

We will do what is right not what is fashionable.

To make tea.

When tea is a sensible thing to make.