Our Guiding Principles

Updated: Sep 13, 2019

This is the most important part of our foundation, influencing every decision we make.



"Guiding Principles: Any principles or precepts that guide an organization throughout its life in all circumstances, irrespective of changes in its goals, strategies, type of work, or the top management." - BusinessDictionary.com

  • Excellence Our quality standards are immediately apparent in every project we complete. How do we practice this? By using quality checklists, taking time for professional growth, performing competitor and industry research and challenging ourselves within our crafts.

Crow River Winery • Branding + Labels + Styled Shoot


  • Reliability We won’t take on work we can’t complete to our rigorous standards, which includes on-schedule. How do we practice this? By providing clear timelines, updating clients regularly, operating with transparency, staying organized and utilizing stellar time management skills.

A Trello board we use to stay on task for one of our retainer contract clients. It's a shared board, so they can see what is next up, what we're working on, and what's done (plus more) at any given time. Yay transparency!

  • Creativity This is at the core of everything we do, from writing copy to branding to problem solving. How do we practice this? By fueling our creative fires on a regular basis with music, art, writing and spending time in nature. Also by thinking outside the box.

A detail shot of one of the paintings I finished last year

  • Balance We take family vacations, sick days and fun days so we can keep on creating our best work. How do we practice this? By shutting the laptop every Friday at noon to spend time together as a family, not taking unscheduled phone calls, camping with our kids and ensuring we have time to recharge.

Camping with the fam at Bear Head Island State Park near Ely

  • Sustainability We have one shared planet that belongs to future generations as much as it belongs to us. Environmentally sustainable business practices are no longer optional, they’re required. How do we practice this? By selecting (and recommending) vendors that also operate sustainably, printing very little, favoring skype over in-person meetings where possible and by partnering with innovative world-changers. More sustainability plans are in the works for 2020, so stay tuned ☮


A photo of me and the local fauna taken by Andy on our honeymoon • St. John, USVI, 2016

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