We’ve kept P22 independent from outside investment, meaning we rely on partnered client work to power our internal projects. Not only do we embrace this ebb and flow, we believe we’re better for it, and have seen our own work enriched by the diversity of clients and projects we’re fortunate to collaborate on.

In a world filled with waste, we hope to build our company around concepts of reusability and modularity. The digital concepts that we work on daily are rigorously examined for these properties: Is it modular? Is it fit for purpose and reusable in other contexts? Can it evolve with its surroundings? Where else could this solution apply?

Our three essential ingredients – operating Asynchronously allows our team the freedom that leads to great work, while high levels of Agency keeps every member engaged in directing and defining the movement of our projects. Together, these pillars make us Adaptable to many shapes of work – a great advantage in any dynamic landscape.

Whether it’s a psychological principle, a lesson recorded in history, a scientific breakthrough or cultural phenomenon — we work hard to stay curious about the world beyond the bounds of our own industry, and allow it to creatively inform all facets of our work in real time.

We preference agitating the accepted order of things, over following prescribed norms. This includes adopting or testing early stage tools developed by others in our industry; developing ways of working that are custom fit for us and our needs; embracing and adapting to changes in our environment; building our own tools where we see gaps or outdated solutions; and more.

“How can we do the most X, with the least Y?” E.g. “How can we do the most collaborative work, with the least meetings?” Or “How can we create the best user experience, with the least complex interface?” We fundamentally believe that embracing constraints leads to more useful, creative, and high quality output, not the opposite!

A lens we apply to both our external product work and our internal team work — taking the agency to not just identify a problem, but to find ways to solve it. We are a team that is inspired by any creative problem in need of solving.

Our definition for quality reflects the learnings and values that have made us who we are. When pursuing a high quality product or process we prioritise: Knowledge — what learnings from history and science inform this idea? Contribution — is it positively contributing to the world, not just adding to the noise? And Longevity — is this an agile solution that serves current and future needs?

A human behavioural term that speaks to the mental load involved in moving from one focused task to another, and the attention deficit that occurs. Avoiding excessive context shifting has helped our team access focused flow states and prioritise sustained attention to detail, even amongst the demands of our work.

We like to think of all our work as an exploration — naming a hypothesis and testing our solution concepts, before presenting our findings as simple ideas or digital artefacts. Whether it’s a client-led or internal project, bringing this exploratory lens to our work keeps curiosity and creativity at the forefront.