Passionate: We're anything but aloof. Cool and distant don't interest us. We care, and we want you to care.

Don't get us wrong. We completely like and appreciate "cool and restrained." And at some level, we'd love to set your company's name in gray Helvetica Neue Ultra Thin and charge you 50 grand for the privilege (Okay. I kid. No one really does that, do they?) and call it a brand.

We've just never found clients gullible trusting enough to let us do that. And, frankly, we'd hate ourselves the next morning.

While there's certainly something to the maxim "Less is more," it often translates into less effort, less emotion, less connection. In which case, "Less is just less."

This is probably why we don't get a lot of work from uber-chic, exclusive-for-the-sake-of-being-exclusive, "you should feel privileged and a little intimidated to buy and use our product" types of companies. And that's okay.

Okay. It's not Helvetica Neue Ultra Light. But it's just as pretentious, no?

We're passionate people. We laugh, we scream, we cry, we even dance (some of us better than others). We don't divest ourselves of our personality or our passion when we sit down to work on a project. We think it matters, and we hope it shows.