Our “Rules” for 2016

A while back we wrote down some principles that guide this agency. Some of these rules have been appropriated, mashed-up and tweaked from diverse sources and overheard conversations. Anyway, they’re not even rules because rules kind of suck. These are more akin to shorthand about the stuff we think about and want to do at School.

- Physical and digital symbiosis is the future of communication, commerce and culture.

- Experiences are the new cultural currency.

- Don’t make something unless it is both necessary and useful; but if it is both necessary and useful don’t hesitate to make it beautiful.

- All good work can be better. And the best work does the most good.

- Small A-teams trounce large B-teams.

- Brands are made up of humans who are responsible to humans.

- We don’t want our clients to buy what we have, but for them to believe what we believe.

- It not us, who? If not now, when?