What Is This?

This is a new design firm.

Its mission is to make things that enable people to make progress.

Its first job is to design itself.

This Is Designing This

Right now, there is not much to This. There is no portfolio, no business plan, no corporation, no brand, no funding, no office, no staff, no clients. It does not even have a name yet: This is just what it is called until it does. At the moment, This is not much more than an idea in the head of George White, and this website.

This will have to build itself up from first principles and create a foundation that can help it achieve its mission. So This will be its own first client.

Some Guiding Principles For This

Here are some things that should guide the development of This and shape the work that it does.

Do what is needed. People matter most. Speak plainly. Design in the open. Do no harm.

This is not fully baked, and neither are these guiding principles. As This evolves and the ideas behind it become more clear

What Comes Next For This?

This is just the start of This. It is an exciting moment, when many things are possible, and there are many routes to take.

The next thing is to get clarity around what This will design and how this will operate. There is some counsel to seek, and advice to be gathered. Putting together a team, to make This more than just one person’s concept, feels like an important next step.

Time to get moving.

We will track progress in This log.