What we decline.
We decide what not to make with the same weight as what to make. Below are the standards by which we have declined work.
01
Work that presses for a purchase by playing on insecurity.
02
Work that stages superiority through comparison or provocation.
03
Work whose strongest word is a low price.
04
Volume made to be discarded, where quantity outranks quality.
05
Work that holds attention through noise alone.
We decline.
For one reason.
So that everything we do accept
receives everything we have.
Why — written at length
A brand that tries to be liked by everyone is strongly chosen by no one
A brand looks more expensive for every request it declines
Behind the 5.0 Star Rating: The Clients I Silently Refused.
We look forward to the work that falls outside this list.
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