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Having Soul Means Everything

Our studio has always been a scrappy little setup. It’s like the library room of a messy writer’s home. It’s like the workstation of an artist’s outhouse. Paint stains on the floor. Dusty carpet. Papers, Books, sheets, markers all around. Inspiration references stacked in all corners. A couple of wilting plants.


We don’t necessarily build the most cutting edge designs, or experiences. We don’t always get it right. Our solutions aren’t flawless or perfect from any angle. Our opinions and recommendations aren’t always backed by strong proof points. We work on a bit of intuition, a bit of gut, a bit of unbiased observations, quite a few honest conversations and a whole lot of soul. That’s probably why we have had organisations partnering with us since 2015.


Soul in every email we draft. Soul in every little post we put out. In every little thing we create. Soul in each hug and smile we give someone when we meet them. Soul that’s so honest, pure and true, that it sometimes muddies up our understanding of whether we are approaching an action from a professional or a personal outlook. It drives the way we want to find answers in a meeting, or find solutions for anyone’s problem.Our grit, grind and chase to find the best answer inadvertently makes us outshine, outperform someone else with more talent and skill involved in a similar task. This is why the studio has survived and stayed (relatively) relevant for 9+ years.


Without soul, we aren’t relevant. There is enough great talent in the world to swap out with. There are better-run firms around us. The soul we bring to our every action at the studio, makes us special.

Our Soul

We are a no-fluff, no-bullshit, no-jargon setup. We keep everything real. We call out things that we aren’t aligned on, or comfortable with. We speak up. We dig, dig, dig, and dig further more for better answers. We are all researchers in our own way. We are shy. We are humble. We question everything that we rep, and that’s awesome. We are cynical, and extremely critical. We have judgements, but function from a deep level of empathy. We listen. We remember. We fight. We are willing to undo, change and reset for a better solution at anytime, and at any cost. We adapt. Help others adapt. We push for change with deep humility and respect.

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