Authenticity:
We believe in substance over style. What was stylish yesterday is antiquated tomorrow. But true values are timeless. That doesn’t mean we should be stuffy or boring. We can use a little style to enhance our substance. As long as we speak from the heart and stay true to ourselves.

Meaning:
The most memorable experiences of our lives don’t come from momentary diversions. The obnoxious, the materialistic, the exploitative and the macabre might give us a momentary rush, but they don’t enrich our lives. Only insightful and relevant things stay with us.

Growth: 
Somewhere inside there’s a better you. A more thoughtful, more introspective, more kind person. We can solve any problem if we first admit we have our own problems and then strive to improve. It’s hypocritical to demand a better world if we refuse to change ourselves first.

Truth:
There’s no gray area between truth and fiction. A half truth is just a lie. If we relentlessly pursue truth, then we can depend on each other and build trust. Upon which we can build relationships, harmony and peace.