Principles

The standards that we work by

We put people first

Our clients are usually organ­isa­tions. But we believe in humans over corpor­a­tions, and we prior­itise the human over the corporate.

We see the world from the perspective of our users: our move­ment, our supporters, our audi­ence. We put their wants and needs first. We ask and listen to our audi­ence in order to better under­stand what these are. We test our content with users, adapt it, then test it again.

We are honest

We don’t shy away from the complex and the complic­ated. We’re optim­istic but many of the issues we work with are intricate and hard-baked; we avoid glib, easy answers. We are open and trans­parent and we own up when things go wrong. We don’t sugar-coat.

We collaborate

We collab­orate across areas of work, exper­i­ences and expertise to blend our strengths. We involve the right people at the right time, for the right reasons. We ask people to share their tech­nical know­ledge, writing skills or content expertise, and we don’t confuse one for the other. Keeping roles discip­lined and focused lets us create great content that serves our audience’s needs better.

We put quality over quantity

We do things well or we don’t do them at all. We never compromise on our content standards.

We are sustainable

We create content, designs and systems that last. Whether we’re gath­ering and editing or building complex systems, we create and manage so that what we produce can be used in different ways at different times. Once we’ve created and published, we continue to nurture.