Nowadays, more and more people work in increasingly niche specializations, so focused on one tiny aspect of design or marketing, that they can hardly conceive what their contributions mean to the overall project, product, or brand. Everyone’s looking down and wearing blinders to the world at large. Indeed, "generalist" has become a taboo word — something you don't want to be labeled.

Yet, generalists are exactly what the world needs more of. Generalists are some of the rare few who can see the 360° view — those who can craft a cohesive narrative from all the parts, and who know how to get the best work from other individual contributors. Those who use the knowledge gained from their other craftwork to inform their sensibilities and bring an experienced eye to bear on the task at hand. Those who work in the real world and aren’t pigeon-holed into silos, doing work that satisfies only one niche need.

We’re generalists with deep knowledge about our crafts and we believe that's something that is sorely missing in today's world of increasing specialization and alienation.