We’ve launched award-winning campaigns. We’ve redesigned platforms used by millions. But those aren’t always the projects we remember most fondly. When we look back, the ones we’re most proud of often share something subtler: alignment, intention, and trust.
So what makes a project “good”? Here's how we define it — and how we’ve learned to pursue it.
1. Shared Understanding
The best projects start with a clear, shared understanding of the goals, audience, and constraints. Everyone is rowing in the same direction. When clients and creatives align early, execution becomes a joyful process instead of a stressful one.
2. Open Communication
Good projects are marked by honest conversations — about what’s working, what’s not, and what needs to change. We love working with clients who see us as partners, not vendors. Who invite feedback and give it freely. Trust makes great design possible.
3. Focus on Impact
A good project delivers value. It helps someone. It solves a real need. Whether it’s increasing clarity, reducing friction, or expressing a brand more honestly — we want the work to do something, not just be something.
4. Respect for Process and People
Finally, a good project doesn’t cost the health of the team. We care about how the work is done, not just the final result. Was the process collaborative? Was it sustainable? Did we all learn something? If yes, that’s success to us.
