Wonder & Ambiguity Wonder & Ambiguity → Creative insight is borne by wonder. We come to knowledge first through persistent curiosity; to know something is simply to differentiate it from its more ambiguous appearances.

Ideas & Things Ideas & Things → Neither one wants to be the other except for our natural human desire for the alchemy to make them so.

Timefulness Timefulness → Wabi-Sabi, palimpsest, weathering, durational, glacial; what could be worse than being timeless? Without origin or legacy, an unrecognizable golem. As our society grows increasingly disassociated from time we seek out Things that are all bound up with it.

Innovation & Economy Innovation & Economy → ... Midwestern budgets.

Interrogating Functionality Interrogating Functionality → Our awareness of DNA was never operationalized until the discovery of its structure. Our work cannot be known except by its formal organization. We've never ascribed to ceding the moral high ground to either function or form. A double helix; we're always following both and our fates are bound.

Humility & Humor Humility & Humor → Agreeable when it doesn’t matter and disagreeable when it does.

Recrafting Processes Recrafting Processes → To evidence the efficacy of an idea requires constantly recrafting the tools and techniques to communicate it. Not knowing if its the chicken or the egg, but certain there is not one without the other, we'll take our chances starting with either.

Aesthetic Novelty w/Pragmatic Roots Aesthetic Novelty w/Pragmatic Roots → Don't mistake the clever for the wise. We remind ourselves that to design for fresh relevance is to solve for constraints, not preconceptions; and to have the discipline to discern the two.

Looking & Making Looking & Making → Forms generated through the faculty of physical production contain intelligence and intuition in equal measure. We learn from our hands what our heads can't know.

Managing Risk Managing Risk → We construct hypothesis from chaos. Designing for authentic outcomes requires the right mix of informed recklessness and optimistic prudence. We devote our time with clients creating the risk and our time apart managing it.