Both our process and mindsets are rooted in the discipline of design thinking. Design thinking is a whole-brained, iterative, problem solving process and mindset that consistently leads to human-centered innovation. 

We approach problem solving and idea generation through our 4 phase process:

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Deep understanding and empathy for the people you are designing for is critical to the innovation process. As you immerse, you will discover areas of challenge and opportunity.


After selecting opportunities and challenges in the IMMERSE phase, we expand what is possible through our ideation tools and experiences.


After curating the best ideas from the EXPAND phase, we begin the prototyping process to develop the best ideas into a more tangible form that will then be tested and refined.


In the ACT phase, you will take what has been designed and implement it into your context. It's time to launch and execute your  idea, product, service or experience. You got this!

Dig Deep.. . .

Integrated solutions don’t come from a surface level exploration. We start with empathy because it is the foundation for deeply understanding your identity and story. We believe that if we can guide you to a deeper sense of personal or organizational identity, solutions will more naturally flow from that place.

Get honest.. . .

It’s difficult to find a trusted and independent voice that can bring honest feedback and challenging insights to you. Honesty is one of the key ingredients to unlocking potential. Without it, you settle for half-baked ideas and miss out on critical feedback that can help protect you from your blind spots.

People are sacred but ideas aren’t. Fostering a culture of honesty and respect for one another is an incredible gift to any organization or potential idea.

Hack The System.. . .

You don’t have to do things the way everyone else does. In fact, no one hands you a manual for making your ideas come to life, so you have to look at the resources available and...


It probably won’t look like the typical way of doing things, but that’s OK because you are a hacker. Experimentation, failures, and learning from those failures help you craft a tailored solution that gets you where you want to go. Stop giving reasons for why you can’t do something and start figuring out how you can.

Collaborate Diversely.. . .

When collaboration becomes your first impulse instead of competition, it expands what is possible. Our studio approach allows us to collaborate on a broad range of projects with people who have diverse backgrounds, personalities, skill sets, and disciplines. Similar groups typically come up with similar ideas, so we intentionally cultivate dissimilar perspectives among the people we work with.

Re-Imagine Play.. . .

Kids naturally are curious, filled with wonder and show us what it looks like to live freely and without pretense. People who take themselves too seriously are not much fun to be around and can interfere with the open exchange of innovative ideas. We think that adults need to re-imagine what play looks like, and find ways to incorporate it into our work and lives.

Believe Creativity is for everyone.. . .

We believe that everyone is creative. Most kids know this intuitively, but adults sometimes lose this confidence along the way. Creativity is not limited to the fine arts but can be accessed in all areas of life. Although it takes time to develop, you can grow in your creative capacity.

Leave it better.. . .

The world needs you. We face an abundance of wicked problems every day both individually and collectively. You may not solve global poverty, but we believe you have the opportunity to leave the people and places you influence better.

— Charles Eames