35 Years x 10 Lessons
After three-and-a-half decades as a design studio, we’ve learned a few things. I mean, we hope we have. In fact, we may have forgotten as much as we learned. It has been 35 years, after all. Some of these are obvious, others surprised us, but all have shaped who we are in 2025. Here are 10 lessons that will continue to guide us forward.
1. Relationships are everything
Great design doesn’t just appear. We have been lucky to maintain some loooonnngggg relationships with lovely clients, creative collaborators, and our team over the years—that has been how we’ve built trust and opened up dialogue. Our combined, shared vision makes for our most interesting work.
2. People first, always
Design is about communication, and communication is about people. Honestly, design is really about people, period. All relationships are made stronger through constant connection. Whether it’s our clients or our team, valuing people—what they think, need, and aspire to—has always led us to the most fulfilling projects.
3. Curiosity fuels creativity
Every project begins with questions. Why does this project matter? Who is going to care? How can we challenge assumptions? Kendrick or Drake? Staying curious keeps our work fresh, our thinking sharp, and our studio buzzing with ideas.
4. Wit and whimsy make work memorable
A little playfulness goes a long way. Our logo is a pig and sheep, after all. Humour, surprise, cheekiness and delight aren’t just fun; they make ideas stick. If we can make you smile while making you think, that means our projects are hitting right.
5. Our studio is a lab
We don’t just create, we explore. We thrive on critique. This has been embedded from our college days. Our best ideas come from experimenting, testing, and pushing beyond the expected. Design should be a practice of discovery, just without the white coats.
6. Technology needs to be embraced
From waxers to the internet, from X-Acto knives to AI, technology has always changed the way we have thought about our clients’ needs. Rather than resist, we lean in—adapting, learning, and using new tools to enhance our creativity, not replace it.
7. Service is more than deliverables
A great design experience doesn’t end at launch. We believe in guiding clients through our processes together, staying engaged, and ensuring their valued projects continue to grow long after the deadline.
8. Discomfort means we’re onto something
If a concept feels a little unsettling at first, for us that is a good sign. The best ideas challenge perspectives and expectations, and push boundaries—leading to work that is truly exciting. We generally find if the starting point is a little uncomfortable, we are definitely on the right track.
9. Diverse minds make better work
A mix of backgrounds, perspectives, and personalities strengthens our studio. Sure collaboration isn’t just a process. Our team’s constant dialogue, and dad jokes, make our ideas richer and more impactful.
10. Life outside the studio matters
Great design is inspired by the world around us. We ask people to leave the studio. To have lives. Our interests are wide: film, cycling, painting, reading, DIY, music, hockey and nature. Embracing outside passions keeps our team engaged. We want people to bring their inspirations to the studio. They can inspire us to create something unexpected.
Here’s to 35 years of learning (35 more?)—and to many more lessons ahead!