The Infinite Play

If you are reading this, it means you are beginning to question what comes next. You’re human. Congrats. You are wondering how to build something meaningful without losing yourself in the process. You are realizing that the traditional measures of success in this industry no longer make sense, and you are searching for a different way to play.

Eight years ago, I asked the same questions. How do I build a creative practice that lasts? How do I measure success when growth is not my only goal? How do I stay small in a world obsessed with being big?

I did not want to play a game where winning meant burning out. I wanted to build something that could keep going, something that could outlast the news cycle, the algorithms, and the ego traps of our profession. That is when I discovered the idea of the infinite game.

In the infinite game, there are no winners.

There are only players who keep showing up. The purpose is not to win but to continue the play, to advance a cause that is bigger than yourself, to invest in people and ideas that outlive your role in them. The infinite game is built on trust, purpose, and perseverance. It is slow, deliberate, and deeply human.

That has been the philosophy behind a small studio since day one. I did not build to be the biggest, fastest, or loudest. I built to endure. I built to bring peace into an industry driven by anxiety. We built to prove that clarity can create change.

And the truth is, we are living proof that endurance itself is an act of creativity.

How rare is a small studio, really?

• Less than 40% of small businesses in the United States make it to their eighth year (U.S. Bureau of Labor Statistics, 2024).
• Only 3% of employer firms in America are Black-owned, contributing about 1% of total business revenue (U.S. Census B.E.D., 2022).
• In the design industry, Black designers represent about 3% of the professional workforce, and Black-owned studios account for less than 1% of all registered creative agencies (AIGA Design Census 2023, NADO Small Business Survey 2024).
• The average creative agency lifespan is five to six years, with fewer than 10% remaining independent beyond year eight (Agency Spotter Report 2024, Design Week Market Trends 2024).

When I combined those realities, I realized how rare this journey has really been.

Statistically, we exist within roughly the 0.0006 percent of businesses in America. That means out of every one million businesses, only about six look like us: Black-owned, independent, design-driven, and still standing after eight years.

That number is not something to pity. It is something to study. It is proof that peace, purpose, patience, and (let’s add another p word for drama) persistence can be a strategy for success. It is proof that creative longevity is possible when you focus on depth and meaning.

And now, as we enter our ninth year, a small studio is committing to what comes next.

These are the Nine Commitments that guide how we will keep playing the infinite game, and how we hope to influence others to join in on the fun.

1. Peace is the product

Design is not just how things look. It is how they feel. If our work does not bring calm, clarity, or confidence, then it is not design. It is sabotage. We exist to create the kind of peace that empowers people to make more authentic decisions and live intrinsically motivated lives.

2. Build the being before the brand

Before you create what the world sees, you must understand who you are. Brand without identity is decoration. Identity without intention is chaos. Every project begins with clarity of being, not surface-level branding.

3. Small on purpose

Small is not a stage to outgrow. It is a discipline that allows for depth, agility, and intimacy with the work. Staying small gives us the space to think, the freedom to care, and the courage to take risks what others avoid.

4. Move at the speed of trust

We have built a rhythm that prioritizes honesty over speed. Our team practices weekly Vibe Checks to align our energy and priorities, and we hold open Office Hours to review ideas, offer feedback, and share our creative truth without fear. When trust leads, the right work follows.

5. Global team, local impact

We may work around the world, but our heart is rooted in Cleveland. Through initiatives like Patina Capital, we are connecting creativity to real neighborhoods and people. Our work is judged not only by its beauty but by how it embraces and influences the culture of the communities it touches.

6. Apprentices who come next

We believe in apprenticeship because we must walk alongside those we are leading if we hope for a better future. Our leadership team averages 29 years old, which means we are learning and leading at the same time. Through Ding! and our recruitment process, we are building bridges for new voices to enter and influence the industry.

7. Live through design

Design saved my life. Cancer taught me to rebuild with intention, to measure success by the lives impacted, not the projects completed. Health, faith, and creativity are not separate categories. They are all part of one life. We now partner with organizations that see design as a tool for healing and hope.

8. Meaning over metrics, then both

Data matters, but meaning drives it. The most powerful outcomes are not always measurable in profit or reach. They are seen in trust built, peace achieved, and communities restored. Our goal is to balance results with relevance, performance with purpose.

9. Radical transparency

A value we have lived for 8 years. In an industry where we build walls around knowledge and seek to hold on to people rather than let them go, transparency can empower a generation to build something like this. We want to be a studio you can learn from, question, and grow alongside.

You are invited to ask us anything about our work, our process, our partnerships, and our journey. Nothing is off limits. The best questions shape the next era of our story.

To the next generation, this is your invitation to build with intention. To play the long game. To lead with empathy and build your endurance.

The world does not need more noise. It needs more meaning.

Build slowly. Build honestly. Build something that outlives you.

And remember, the game does not end. It continues as long as you keep playing.

‍We really mean it, ask us anything!