We started thinking about how technology systems communicate to their stakeholders in 1994. Our core thinking has always been that psychology is the software that drives all areas of human perception and therefore it must come before the software that drives the business process. We also believe that, the brand must be woven into all forms of interaction, Human to Human as well as Machine to Human.


Before we address a problem, design a system or communicate an idea, we begin with the simple fact that a Human must be able to understand and interact with what we create. We know that a Brand and its promise will be expressed in these interactions, whether on purpose or not, so we make sure it works.

Design is not just what it looks like or how it feels,
design is ultimately how it works.

~ Steve Jobs