The life of a tree is a metaphor for our approach. The processes that take place in a tree are similar to how we make our creations.
As the roots of a tree search for nutrients, we try to find the fundamentals of life. We dig through a huge pile of information in search of essential topics. This is not a focused search, but a chaotic journey through all kinds of articles, books and videos. Eventually, a repetition of facts and validation of sources provide grip for our work. This matters: we aim to make appealing creations, but they need to be based on fundamental facts.
The trunk is the platform for exchange and focus. It consists of several layers, each with its own function. The wooden core, in our approach the essence of a subject, provides the foundation for the development of new creations. The surrounding layers facilitate the constant interaction between the roots and the crown. Fundamental topics cultivate creations, but creations also give back new seeds for subjects to be further explored.
The most visible part of a tree is the crown: these are the creations we make. They come alive from the fundamentals obtained from the roots, but also find inspiration in creative forms from its environment, just like a tree absorbs sunlight and water. The creations are unique in themselves, but can also form a collective insight if you look at them from a distance.
An important feature of this process is continuous collaboration. The exchange between the crown, trunk and roots ensures constant growth throughout the tree. A tree has perfect cooperation in a closed cycle because all the energy is optimally used. Each individual component may not have the ideal efficiency, but the total process has. A creation does not arise in a linear process, but requires constant interaction between facts, form and feasibility. This does not always go smoothly, but is needed to create the best quality outcome.
We hope to grow a beautiful forest with a wide variety of trees. We start with a few different, small trees, but hope to achieve a fully grown community. Each tree represents a specific fundamental subject, but these are often related to each other. The trees communicate through the roots, even though each creation may look different on the outside.
