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Foundational design for institutions and founder-led brands

We create enduring cultural institutions.

We foster brands from the beginning with strategic storytelling, precise aesthetics, and robust systems.

We work with experts to design intelligent identities and meaningful experiences.

We craft stories that connect humans across space, time, and media.

What we do

Measure twice, cut once.

Strategic storytelling, accurate aesthetics, and robust systems.

We craft unique visual identities, meaningful experiences, and hard-working systems.

Become instantly Iconic

Ready to tell your story? We'll do the hard work.​
Our Expertise
Ready to design the future together? Let's get to work.
What We Believe

Your story is the strategy.

Authenticity is not the destination, it is the departure point. These simple principles guide us as we shape the future.

Be Curious

We immerse ourselves in the unknown and love asking questions. We thrive on working with experts and discovering exciting new things.

Be Self-Reliant.

Get shit done. We value independence and initiative, understanding that true progress comes simply by knowing what to do then doing it.

Be Smart.

Our clients pay us for our experience, expertise, and opinions. Our job requires more than simply pushing pixels; it’s about delivering thoughtful, impactful solutions.

Be Efficient.

Work smart and build effective systems. Minimize inefficiency and cut the crap. We want to find what works best and we want to find it quickly.

Be Discerning.

You can’t buy taste and you can’t teach talent. We know the only way to improve is by surrounding ourselves with the best.

Be Better.

We approach obstacles with determination, learning from setbacks and continually striving to improve.

Storytelling that connects humans across space, time, media, and millennia.

We collaborate with experts to discover insights, distill data, design meaning, and disseminate institutional knowledge.

Nothing is easier than to make a beautiful scheme of education on paper, but to make it work is ‘quite another pair of shoes’.​
T. Arnold,1849
We turn institutions into innovators and innovators into icons.

Rest in Peace
“Design Thinking”

Long Live Design

Designing for Meaning

We are reclaiming human-centered design for the sake of humanity.

We stand at the intersection of perception and reality, a space fraught with complexities yet ripe with possibilities.

As we move into a new era of invention, we must continue renegotiating our relationship with technology. Many uncertainties, ethical dilemmas, and emerging areas of science and industry that had only been theorized are possible—let us not limit ourselves to the worn paths of the past.

Designing for meaning liberates our creative potential—enabling us to fully embrace the power of design in shaping and transforming our reality.

Begin with the truth.
Authenticity is the point of departure—not the destination.
Center yourself.
We are not apart from the universe, we are a part of universe.
Question perception.
Our perception shapes reality and your perception is singularly your own.
Define meaning.
Intention is ephemeral— meaning is fundamental.
Redefine reality.
Reality is readily redefined and redesigned.

Let's build something great together

Foundational design for institutions and founder-led brands.