(Feature image with thanks to Artsy Bee

New Year. New Thinking.

Thinking specifically about how we do business. Who we feel comfortable working with – and who we don’t.

Ethics. It’s a small word for a big subject. And it is under the spotlight in the business world.

We spend a lot of time discovering, in great detail, how companies work so it seems right to put down thoughts on how we conduct our own business and what we believe in.

At its simplest, ethics is a system of moral principles. Of course, it’s complex, but we thought that publicly stating our position on some key behaviours might be helpful:

Our four principles

1. We are committed to the highest standards of integrity, honesty, openness and professionalism

2. We choose associates and suppliers who behave appropriately in dialogue as well as acting in compliance with legal and industry requirements, seeking to implement best practice in their industries

3. We ask all those we engage to sign a relationship agreement which formalises conduct both sides.

4. We endeavour to be as sustainable as we can in our own business practises

Ultimately for us, it comes down to this:  do we feel we can openly and proudly promote or talk about the project to friends and family?

What does this mean in practise?

We will politely decline to work with businesses whose values we do not share. These include:

  • Companies whose primary purpose or product is to injure, maim or kill human life, or to kill animals purely for sport
  • Tobacco, or tobacco substitute companies
  • Gambling or betting companies
  • Companies who do not aim to practise EDI  (Equality, Diversity and Inclusion)
  • Sanctioned, rights violating, potentially repressive regimes or companies that do not meet “Know Your Customer” standards


You can read more about us here

And if you’d like to discuss a potential brand strategy project, do get in touch


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