Our logo - The upside-down pyramid of strategic communications

If you’ve noticed our logo (we use it very sparingly), you might have thought to yourself, “Isn’t an inverted pyramid a little… unstable,” and the opposite of the strong base a pyramid usually represents? Fair question. It's a visual play on words, and it gets to the heart of what we do.

On the surface, our work seems to be a paradox. We believe in getting straight to the point, delivering information with the "Bottom Line Up Front" (BLUF). Our key messages are crafted to be short, precise, and easily consumable.

But to arrive at that single, clear point, we must first do the opposite. This is where our "Distillation Method" comes in. The logo is a hollow line drawing of an inverted pyramid that works as a funnel. The process starts by taking in a vast swath of information, and it is here that we perform our "challenge function" to "dig deeper into issues, confirm or counter [our] biases and consider blind spots".

The Distillation Method is a scientific and rigorous approach that ensures we move beyond a surface-level understanding. We take in a massive amount of information at the top of the funnel, question everything, challenge assumptions, and distill the chaos. What’s left, what funnels down to the single point at the bottom, is the most relevant and valuable core insight.

So, yes, it’s an inverted pyramid. But it’s not unstable. It’s a purposeful process for creating clarity. We don't just communicate; we distill. And like a perfectly pulled espresso, it’s all about the intense, focused result of a very deliberate process.