How do we ensure that our work is in line with our mission?

Since 2000, we’ve been on a mission: to make the digital world more human.

In doing so, we focus on six areas where we want to make a difference. But the question remains: what does ​‘impact’ mean in practice? Is it reflected in all our projects? And do we dare to say ​‘no’ if there is no impact?

A strong start makes all the difference

We prefer working with organizations that want to make a real difference for people, society, and the planet. Companies that want to operate responsibly or take active steps to get there.

Let’s be honest: doing truly good work isn’t easy, and you’re never truly finished. That’s exactly why we are B Corp certified. For us, it serves as a commitment to create a positive impact and be critical about the choices we make, both as a company and in our work for clients.

Most organizations aren’t perfect. Neither are we. Many companies want to move toward positive change but aren’t sure how. That’s precisely where we add value. Right where friction occurs, we see opportunities to initiate real progress.

Because of this, we don’t just look at the type of company or sector, but primarily at the room available within a project to do better.

As strategists, designers, and researchers, we don’t write the code ourselves. Yet, the choices we make at the design table have a direct impact. A digital product shapes how people behave, the choices they make, and indirectly, how much energy or resources are consumed.

That’s why we critically evaluate two aspects in every project:

• Human impact: Is this product accessible, fair, and respectful to the user? Are we preventing unnecessary screen time or manipulative tactics (dark patterns)?
• Ecological impact: Does this digital service encourage conscious decisions, or are we driving overconsumption and waste? And are we designing efficiently so the product doesn’t use unnecessary data and energy?

We do not work for the tobacco and gambling industries

Certain sectors simply don’t fit who we are. We do not work for the tobacco or gambling industries, nor for the fossil fuel industry, unless a project demonstrably and seriously contributes to sustainability and the energy transition.

When in doubt, we do an impact check. If we see no room to guide the project toward a positive outcome, we decline the assignment.

It’s not always black and white 

Take the fossil fuel industry, for example. When we’re approached with a sustainability project, we ask ourselves: does this really help us move forward, or are we contributing to greenwashing? We make that decision on a case-by-case basis. Or take retailers who want to encourage online orders. That also means extra deliveries and packaging waste. In such cases, we actively work with them to find better solutions, such as reusable packaging.

Most importantly: keep the conversation going. Keep a critical eye on the impact. Because almost nothing is black and white. But regardless of the client, we feel co-responsible for what we design. In every project, we make sure that both the human and sustainable perspectives are on the table.

In every project, it’s all about taking the human perspective into account. Our impact themes serve as the framework for this. Of course, these arguments don’t always win over hard commercial interests, but we ensure the right questions are asked. That’s what we stand for.