The sign outside of our PDX design studio has become a neighborhood landmark and not a day goes by that we don’t see someone at the corner of Couch and Davis taking its picture.
I was even interviewed by Portland Monthly a while back about it – for a issue they ran about Portland’s most creative work spaces.
We run IDL on a platform of maxims, officially 10 in all, but many more in truth. And the sign out front is more than an edgy play of words, it’s arguably the single most important and difficult axiom to live up to.
Because people who’ve mastered the art of living don’t distinguish much between work and leisure, between body and soul, their education and their recreation, their love and their faith. They simply pursue high standards of excellence in anything they do, leaving the others to decide if it’s working or playing.