We refer to the statement on the right as our balance statement. Different from a mission statement, it speaks about avoiding the flaws in design and strategy often made in business communications.

These flaws, which have been so often attributed to the design profession as a whole, are the very details that separate the true design professional from others less skilled.

We believe this distinction is so important and so much a part of what defines us and our work that we had this statement painted on the wall of our lobby.