if you’ve had an eye exam at any point during your life, i’m sure you can remember a test where the doctor places a ridiculously large goggle contraption in front of your face and says something to the effect of “look at the letters on the wall straight ahead and tell me which lens makes the letters more blurry after i rotate the dial. option one, or option two [dramatic pause]? option one, or option two [longer dramatic pause]?  option one or option two?” (when i was a kid i’d usually let the doctor rotate the dial as many times as possible while i sat speechless giving the appearance that i was trying to make up my mind, when in reality, i just liked to smell the rubbing alcohol they used to wipe down the goggle contraption as long as possible. anybody with me on that one??? probably not. anyway…)

in a similar fashion, we’re constantly evaluating, testing and refocusing our business structure. if you’ve perused our web copy recently, you may or may not have noticed the more precise phraseology we’re using these days. for example: the first sentence on the ‘our story’ page used to say “we launched lfb…out of a desire to create beautiful, useful, truthful, and memorable design.” this is true, but there’s more to it that we weren’t verbalizing.

we refocused to say: “LFB exists for the purpose of empowering our clients and fans to create positive change by giving them the beautiful, useful, truthful, and memorable design required to carry out their mission.”

we don’t want to simply create good design. we want to enable our clients and fans to be successful by utilizing the designs we create for them.