Brand values

What we believe guides all that we do. Our brand values aren’t just reflected in what we make, but embedded into the way we work.

view copy principles

Values

Our brand values are what we put into the world through our products, services, partnerships and more. They are our culture turned outward.

Empathy

Playfulness

Courtesy

Solidarity

Craftsmanship

Thriving

Empathy

We give people the benefit of the doubt and the respect that is due to them. We recognize the humanity in others. We’re understanding and appreciative.

How we practice empathy

Make people feel welcome and solve for what they need
Always consider accessibility and localization needs
Be thoughtful and consistent throughout all our experiences
Build emotional connections
Don’t write jargon

Courtesy

We go the extra mile to make things easy and save others’ time. We prep and do our homework. We work together to arrive at the best solutions.

How we practice courtesy

Aim for clarity, always
Be honest, humble, fair and helpful
Don’t bury the lead
Avoid ornamentation without purpose
Lean on others’ expertise and consult the right partners

Craftsmanship

We’re always learning to do better. We sweat the small stuff. We act intentionally and mindfully every step of the way.

How we practice craftsmanship

Adhere to brand guidelines and design templates
Aim for consistency, consistently
Act on mistakes—see them and fix them
Delight in the details
Proofread, get another pair of eyes, then proofread again

Playfulness

We’re curious. We look at the world a little sideways. We provide delightful experiences to our customers.

How we practice playfulness

Insert unexpected moments of joy and levity
Talk about work optimistically
Lead with kindness
Choose to be witty, not silly or childish
Have fun, but never at the expense of others

Solidarity

We take the interests of all into account. We see ourselves as part of a team rather than a collection of individuals. We stand up for what’s right.

How we practice solidarity

Give people the opportunity to share who they are
Represent all people and experiences in our work
Use inclusive language
Aim to resonate with most people, not just a few

Thriving

We play with our whole heart. We enjoy the journey and take the opportunity to do the best work we can. We show up as ourselves and help others do the same.

How we practice thriving

Create safe spaces for everyone to explore, innovate and express themselves
Set our customers up for success—and celebrate when they succeed
Believe in the value of our work
Embody all our brand values

And most of all, uphold our mission to make people’s working lives simpler, more pleasant and more productive.