Ethos
Think and exist unstandard to achieve excellence.
We must think and exist unstandard, so the world can elevate its standards.
Think Unstandard
Break the mold. Conventional is your enemy. Inspire by defying expectations.
Exist Unstandard
Be yourself unapologetically. Authenticity is your edge.
Create with Care
Each pixel, each stitch matters. Put your soul into your work, quality isn't an act; it's a habit.
Impossibly Ambitious
Aim for the moon. Even if you miss, you'll redefine the sky.
Nurture the Future
Solve tomorrow’s problems today. Legacy is long-term. Forward-thinking future-proofs your impact.
Worthy Pursuits
Chase what matters. Make your time count.
Orchestrated Action
Strategize, then execute. Every move should be a calculated step.
Immensely Authentic
Honesty is magnetic. Pull people in by being real.
Intrinsically Purpose-led
Know your 'why'. Let it guide every action and decision.
Remarkables
Don't just stand out. Become worthy of remark, be unforgettable.
Let It Breathe
Pause. Reflect. A rested mind is a creative mind.
Intentionally Foundational
Build the base strong. The skyscraper will follow.
Act
Don’t wait. Steps create paths. Every journey begins with the decision to act.
Allow Space
Respect boundaries, in design and dialogue. Space allows people and ideas to flourish.
Shepherd
Open doors; don’t just walk through them. Create opportunities, not just for you but for others.
Impact
Make a dent. Don't just produce; produce change. Strive for designs that don’t just radiate but truly resonate.
Voice
Simplicity reigns. Over-design is noise. Let your work speak clearly.
Give Roses
Celebrate others victories. Recognition fuels drive, and shared successes multiply.
Embrace Autonomy
Trust breeds excellence. Empower your people, and multiply your output.
Champion
Be the hero of your narrative. Stand for something, your cause defines you.
Reframe It
See the obstacle as the path. Problems are just unexplored solutions.
Foresight
See the unseen. Make it your blueprint.
Signals
Design is always a response. Insights exist everywhere, watch patterns, read signs. Respond in fashion.
Systems
Build frameworks, not just goals. Structure scales.
Longevity
Think in decades, not days. Quick wins aren't victories. Trendy is temporary, quality lasts.
Progress
Evolve or expire. Keep iterating; there's always a better version.
Add Value
Don’t just decorate, elevate. Make every decision count.
Listen
Two ears, one mouth, use them in that ratio. Be a sponge, absorb everything. Your greatest teacher is your last mistake.
Five Percent
The last 5% makes all the difference. Excellence is in the details.
Make it Lovable
If it doesn't evoke emotion, it's just a thing. Love isn't a 'nice-to-have,' it's a 'need-to-have.'
Output
Results speak. Make sure yours are fluent.
Ship
Build it right the first time. Get to 75%. Launch. Then, refine to 100%.
Results
Ends justify means. Impact validates. Success is success however it’s achieved.
Trust Yourself
Your gut knows. Silence the noise — listen to yourself.
Be Childish
Keep the wonder alive. Adulting can kill creativity. Never lose your childlike fascination.
Lead Proper
Leadership is earned, not appointed. Inspire by example. Be the cheerleader, the critic, the mentor. Empower everyone.
Hands Off
Let go. Autonomy breeds innovation. Control stifles.
Find The Good
Optimism is a strategy. Pessimism is a roadblock. See the good, and watch it grow.
Signature
Own your craft. Leave your mark. Your work should be unmistakably yours.
Top Floor
Lift others up. The view's better together.
Culture
Culture isn't perks, it's people. Build a community, not just a team. It's your brand's heartbeat.
Rebellious Curiosity
Complacency kills. Ask why until you understand every angle.