Neuro diversity: just like there are different kinds of personalities in our world, there are also different kinds of minds. People process things differently. They come at things from unexpected angles.  Frames of reference and style.  Not just one way even if it is the more common or universally accepted way. 

Design upfront & always:  Everything is based in design. How we interface, interact and connect with spaces, time & each other.  And ya brands.  Underscored by emotional and psychological streams of consciousness; every sensory connection we have as humans is serviced and transformed through design. It’s not a cog in a wheel.