by Fuzzco
**
Originality Being original is always the best strategy. We now live in a world where every day there are hundreds of companies launching or redefining themselves. Brand is no longer a secret and the process to create one has been codified. We start with a strategy, develop a moodboard, we then explore some ideas, we pick one, we refine it, we build the world around it, we create guidelines, we’re here to support you and we wish you well. We all do this. So what sets any brand apart from any other brand? It has to be original. It has to rise above the noise. To attain originality you need to create room for “what if” ideas and you need to resist the urge to copy what has worked for someone else before. Conformity is safe, but it misses the point. The power of original work is its ability to make you stop and think. We believe that bravery is rewarded, so we encourage the unexpected.
Taking risks When we think about taking risks it's less to do with shock value and more to do with taking an intentional step on a balance beam that is shaved an inch thinner than you might want. We encourage this in ourselves and in our clients. Shaky knees build muscle.
Momentum We are told we are fast. Moving fast creates momentum and momentum is our friend. It drives decisions and harnesses the energy of a train. It creates good work and it enables our clients to put that work into practice. Moving slow can be an obstacle, creating an opportunity for second guessing, revisiting decisions and then you spiral. Momentum is the single most important condition for a flow state. A flow state needs the right pace of interruptions. It's kind of like natural duration of REM cycles. It's hard to explain and requires discipline, but the output is remarkable. "To achieve great things, two things are needed: a plan and not quite enough time.” - Leonard Bernstein.
Persistence We aren't boxers and we don't like to fight, but that doesn't mean we avoid conflict or rush to an easy answer. When something hard happens we confront it head on and think through scenarios and work to optimize for the best outcome. When something easy happens we don't take that for granted either.
Resilience "The difference between persistence and resilience is that persistence is obstinately refusing to give up or let go while resilience is able to endure tribulation without cracking." That is helpful as a grounding mechanism and when you combine the spirit of both you develop a knack for knowing when and how to approach challenges big and small.
**Unwavering commitment to quality ****We surround ourselves with a team and clients that share an exceptional standard of quality. No matter how small or how large the ask, that standard never wavers.
Detail oriented Sometimes we zoom in more than normal. 6400% and one inch from the screen. We zoom in on art, words, their meanings and always on the coherence of a system. When you're in the business of building systems, details and how those details are communicated means everything.
Preparation We never underestimate the importance of preparation. You have to know enough to spark momentum. Someone once said "If I have 3 hours to cut down a tree, I spend the first 2 hours sharpening my axe."