What we check every piece of work against

People first. Curiosity always. Craft without ego. Aim higher.

We don’t treat that as a slogan. It’s closer to a checklist. Before anything ships, we ask whether it actually holds up against those four things, in this order.

People first means we can point to the person the work is for, specifically, not “the target audience.” Curiosity always means we didn’t inherit the answer from the last brand that looked like yours. Craft without ego means the best version won the room, even if it wasn’t the version whoever’s most senior first proposed. Aim higher means we didn’t stop at the first version that technically answered the brief.

Most work fails at least one of these on the first pass. That’s fine. That’s what the second pass is for.