Process. Technology and media fundamentally influence our psychological experiences and relationship with the world. When creating, we therefore consider which patterns and characteristics can support or compromise them. In doing so, we do not perceive humanness as a set of limitations that technology should expand or overcome. Whether creating static or interactive media, these are our principles:

• Purpose.

  We believe in creation that benefits both people and the planet and has a well-defined purpose. We do not participate in building illusory facades for projects that lack meaning and value.

• Conscious digital consumption.

  We design and use technologies that reject artificial and excessive consumption, gamification, doomscrolling, and other toxic practices.

• Respect for privacy.

  We do not use cookies and do not collaborate with third parties to collect sensitive data, use telemetry, or AI tools for tracing. People should not be the target of incentives nor the object of surveillance.

• Proactivity.

  Human prosperity cannot be based on passivity. We therefore want to create tools that require activity, which technology can only support, not substitute.

• Conscious process.

  We consider the life cycle of every product we design, even questioning its necessity. We explore materials, processes, and technologies to minimize environmental impact.

• Long-term collaboration.

  Engaging in long-term dialogue builds trust, helps define needs as they arise, and leads to an effective and sustainable system. Sudden and radical changes are more costly and do not guarantee lasting stability.

• Own and collaborative capabilities.

  The centralization of AI systems poses ethical, social, security, and environmental risks. Their uncritical and reckless use burns a bit of the past as well as the future. We therefore prefer our own capabilities and local collaboration.