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The Truths

That Guide Us

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A collection of beliefs we hold at our core. Ones that shape our understanding, color our vision and inspire our decisions. We’ve written them out twice - first for them to land on their own. And second, with annotations to add context and provoke deeper thought. 

“People think dreams aren't real just because they aren't made of matter, of particles. Dreams are real. But they are made of viewpoints, of images, of memories and puns and lost hopes.”

— Neil Gaiman

  1. Our collective future lies in the depth of our imagination 
  2. Human attention is one of the most powerful resources in the world
  3. There’s freedom in trusting our own instincts 
  4. True expression is more powerful than any trend 
  5. Most of life happens not at the extremes, but in the messy middle 
  6. It’s time for new definitions of success, ones that help us live fully and connect deeply

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Behind Our Creative Process

An incredible, dream team of creators from across several seas came together to bring this brand to life:

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Ceci Erlich: Ceci is a graphic and motion designer from Madrid whose process and creativity sparked a great sense of awe. She’s a true artist, and her mastery of color, type, and movement made her the perfect collaborator to build our visual identity and create the initial artwork.


Raydene Salinas Hansen: Ray is a brand and web designer from Massachusetts via NYC, who worked in editorial before moving on to help purpose-driven entrepreneurs launch their visions. Her keen understanding of storytelling and willingness to step outside design norms made collaborating with her a joy.


Lisa Hennessy: Lisa is a creative director, founder of Kauai-based studio, Fernweh, and most of all, a cherished friend. She helped with the earliest visual guidance for the brand, was on speed dial throughout the process and filled in its final puzzle pieces, the doodles seen throughout the site. 


TK Spandhla: TK is a UX/UI Designer, developer, and also, a cherished friend. TK’s Swiss Army knife skillset made him the perfect person to pass the final baton to. Extraordinarily grateful that he treated this project as his own and brought his signature TK energy to its final stages. 

And since all creativity is essentially connection, this note can’t be published without including all the influences that came before us.
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We were deeply guided by: 

1) Children’s Books and Stories (namely, Shel Silverstein & Pixar). There’s something uniquely playful yet profound in the way we communicate truths to young kids, and we wanted to bring in that spirit to speak directly to the inner child within us. 

2) Contemporary, Abstract Art - We wanted people to feel those truths, but interpret them in their own ways. We were inspired most by artists Sister Corita Kent and Helen Frankenthaler, who produced groundbreaking work and led extraordinary lives throughout the 20th century. 

Strategic work for this project began in the summer of 2021, and we were blissfully unaware of where it would lead. Endless sources of inspiration, conversations, and social research that would be impossible to catalog cemented layers of intention that hopefully come through as a sneakily simple feeling. 

The final acknowledgment goes to you - the human reading this right now, who we made all of this for. We hope that you take the feeling and make it your own. Feel it, see it, believe it, then go for it. 

We’ll be here if you need us.

There’s freedom in trusting our own intuition 

A harmful byproduct of giving our attention away is that we lose sight of our own intuition. In order to trust our intuition, we have to nurture it first. That means clearing the cobwebs, confronting our conditioning, breaking through limiting beliefs, dancing with fear, hanging out with our inner child, and taking responsibility for ourselves and the lives we want to lead. 
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It means recognizing that our society isn’t necessarily designed to help us trust our intuition, and working daily to ensure that our inner voice has a chance to be heard. When we do that, it opens us up to a world free of limits and invites us to play.

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True expression is more powerful than any trend 

For the bottom line and for our souls. Listening to our intuition leads us to truth - or at least, what is true for us. It means ignoring the noise and following your own wisdom. It means creating from a place of not looking at the white-hot space or the latest trends and instead rooting in your own inspiration - no matter how wacky, unconventional, unclear, or uncomfortable it is.

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Most of life happens not at the extremes, but in the messy middle 

Humans are imperfect, complex, contradictory creatures. Businesses are imperfect, complex, contradictory creatures. What if we let ourselves embrace that?

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We have to be better at acknowledging the mess. Stop obsessing over perfection and binary thinking, and pretending we have everything figured out. Stop canceling one another and instead lead each other back to responsibility, with honesty and compassion. 

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It’s time for new definitions of success, ones that help us live fully and connect deeply 

What is success? What is happiness? What is well-being? We loosely chase these things our whole lives, but do we have a shared understanding of what they mean? Or at the very least, what they mean to each of us?

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When we start to ask ourselves these questions, we see that our vision of success, happiness, and well-being might look different than our neighbor’s. We’re fascinated by a world where this is celebrated instead of endlessly measuring people from all walks of life against the same empty benchmarks.

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You might be wondering, what in the world does this have to do with building brands? And in short, the answer is…everything.

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In between the individual and the systemic, there’s a force that has incredible power to shape how we think, how we act, what we value, and what we aspire to. And for the last century, that force has only been getting stronger. Our organizations - what we give most of our days and most of our attention to - have the ability to steer us toward a future that’s most nourishing for us all. If we choose to see it that way.

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The truths above can be read at a personal level, or at a brand level. To us, returning to them over and over again is our best course forward.

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A little reminder: Everything you see here in the library written by us, is in process. In order to imagine new worlds, we have to give ourselves the freedom to create without the pressure of perfection. We don’t have all the answers, and no one does. But our ability to explore freely is paramount to ever finding them. 

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