One of the most basic human desires is to constantly improve.  We want to not just create beautiful and truly functional products, but also improve upon the human condition.  There is no law on being socially responsible, but that is our mores, our key ethos.  We wish to improve upon the lives of others through the fruits of our labor and continue to push the boundaries of our designs.

ADAPT. REFINE. EVOLVE.

This is the core goal that permeates all that we do.

In the design process, it means we adapt something to suit a purpose or remove a constraint, creating a new prototype. We strive to refine a design as simple and streamlined as possible but retain enough complexity to keep its functionality.  The balance of simplicity and complexity is our own ultimate form of sophistication, and neither one or the other should dominate.  Once a vision is distilled down and shows new utility, it is in the next stage of its evolution.

However, it is not from the prospective of design that we use these principles.  We as group hope to adapt, refine, and evolve in the way we work and in the way we act in our community.  

"No man is an island." - J. Donne

In the internet age, this statement has infinite more meaning.  We hope that our own evolution can have a positive impact on the individual, the collective, and the whole.  The mind, body, and spirit of the world can only prosper if we endeavor to nurture it.  

"If we could change ourselves, the tendencies in the world would also change.  As a man changes his own nature, so does the attitude of the world change toward him. ... We need not wait to see what others do." -M. Ghandi

That is our mores.  Our eternal truth. The values which we try to live by.

We A.R.E.