OUR WORK IS BUILT ON 3 STANDARDS
Not as a slogan, but as a way to measure everything we ship. If it doesn’t create distinction, disrupt the default, and deliver real-world results, it doesn’t leave the studio.
DISTINCTIVE IN PERCEPTION
Be noticed without asking for attention.
Most brands compete on polish. That’s why they blur together.
Distinctiveness is what makes the brain pause. We design brands to be recognized quickly, because recognition does more than create recall. It reduces uncertainty. It makes people more willing to choose. To get there, we build clear, repeatable cues. Visual signatures. Verbal signatures. A story with edges. When people can spot you at a glance and describe you in a sentence, perception starts working in your favor.
What this looks like in practice
- A sharp narrative anchor that people remember
- Visual cues that are unmistakably yours
- A message that stays clear under pressure
- Consistent signals across every touchpoint
DISRUPTIVE IN APPROACH
Change the frame and you change the outcome.
Disruption is not chaos. It is precision.
Most brands try to win inside the existing rules of their category. They copy the language, copy the visuals, copy the promises, then hope “better” will be enough. It rarely is. When the frame is the same, you become comparable, and being comparable makes you priceable.
So we work upstream. We find the default story people expect, then we flip it. We remove what dilutes you, challenge what the category takes for granted, and rebuild your positioning so you stop competing on the same terms. Disruption, for us, means making the right interpretation feel obvious and making the wrong comparison feel irrelevant.
What this looks like in practice
- A reframe that changes how your market talks
- A point of view you can defend and scale
- Messaging that creates preference, not just clarity
- Creative direction that doesn’t look like the category
DIFFERENT IN RESULTS
If it doesn’t change behavior, it’s just aesthetics.
We care about outcomes that show up in reality.
Different results means your brand works harder than your marketing budget. It gets recognized faster. It earns trust sooner. It closes the gap between first impression and decision. And it travels, because people can repeat it to someone else without rewriting it. This is why we build systems, not one-offs. Because results compound when everything reinforces the same memory. Your website, deck, socials, product UI, sales conversations, and content should all feel like parts of the same story, told with the same signals.
The goal is simple. Less explaining. More choosing.
What this looks like in practice
- Faster recognition and higher recall
- Stronger conversion through clearer decisions
- More word-of-mouth because the story is easy to tell
- Consistency at speed through design systems
THE 3D TEST
Before anything goes out, we ask:
Is it distinctive in perception?
Will someone recognize it instantly and remember it later?
Is it disruptive in approach?
Does it break the category default and reframe the story?
Is it different in results?
Does it reduce friction, build trust, and make choosing easier?
If the answer isn’t yes three times, we keep going.