Our interest in redefining "ego" stemmed from the discovery of a scholastic definition in an online dictionary:
Like many, we were only familiar with the psychoanalytic definition and the most popular one, which refers to conceit or self-importance. This lesser known definition of ego—dealing with being complete, conscious and present—intrigued us. We realized that this tiny 3-letter word captured the entire essence of our approach as designers.
As a guiding principle, ego demands we know both a client’s and a company’s conscious motivations and their heart and soul. We are to capture and reflect those values in the design and marketing work we do for that enterprise. As an operating practice, we learn from the past and plan for the future, but are committed to staying in the present moment. We want to deal with the here and now, not the "could have been" or "might be someday."
So, as we say... Let Go and Let’s GO!