The concept of being kind and reasonable. 

When working with us, on a project, please respect us. We want to work with you, not for you. We want to be proud of what we create together. We are not into AI generated content, nor "social media" for clicks and views. We want to create something for you, that resonates with something you want to say. We want to tell your story. We want to tell about  your success. We don't chase trends. We are a small shop, and want to stay that way. High quality. Agency level. With as few people as possible, so we can be responsive and personable to our customers.