Small team. Short distance between idea and launch.

Two things led here. One we kept finding in other people's files. One we paid for ourselves.

What we kept finding

Through DO Innovations, companies would arrive with valuable digital and creative assets and messy foundations underneath them.

• Domains controlled by agencies.
• Logos without source files.
• Copyright never properly dealt with.
• Fonts nobody had checked.
• Websites permanently tied to the company that built them.

By the time any of it reached an IP firm it had become a cleanup job, and cleaning up is always dearer than doing it properly the first time. We thought the better approach was to start clean.

What we paid for

The second reason is less flattering, because in that one we were the client. DO commissioned websites like everybody else, and got what everybody else gets: quotes that took weeks to arrive, timelines measured in quarters, a CMS nobody had asked for, and a platform that could not be left without starting again.

None of the work was difficult. It was slow, expensive and considerably more complicated than the job actually required - and being on the paying side of that is what turned an observation into a studio.

So we did it ourselves. Better.