The Wake Manifesto

This is how we see things, and these are the values that inform our work. We actually care about the ideas expressed here and do our best to use them in making decisions small to large.

This is our pledge to you.

We’ll only pursue taking on a project after we’ve ensured that our company culture and overall vision is compatible with yours. We only want the project if it’s the best thing for everyone involved.

Our method

We practice Authenticity Branding, which involves understanding who you are and communicating that in the most sincere, direct way possible. We’re fiercely convinced this is the best way to connect to an audience and maintain a sustainable, rewarding company culture.

Our purpose

We aim to decrease the amount of untruth in the world – even if just by a smidgeon – by introducing as much authenticity and originality into our work as we’re capable of. We envision a society where ideas thrive on their actual merit and nobody has to pull the wool over anyone’s eyes.

We abide by a heartfelt ethical framework to help keep our steps on the right path.

These are the rules we follow.

Maintain integrity

Treat people with the respect they deserve. Be true to who you are and remain loyal to what you believe in.

Be transparent

Be as straight up as you can with yourself, teammates, and clients. Trust that your real thoughts and intentions will be valued.

Have fun

If you’re not enjoying yourself, you’re not on the right path. Allow yourself the privilege of taking pleasure in your work.

Pursue mastery

Strive always to achieve greater degrees of skill in your areas of specialty. Not to please anyone else, but for your own satisfaction.

Face challenges

When faced with a difficult situation worthy of overcoming, see it as the golden opportunity to grow that it is.

Follow your path

Be guided by your own light. Don’t merely “keep up” with trends; set your own agenda, standards, and direction.

Trust your team

Empower yourself and others by putting confidence in the fact that your team is just as responsible and capable as you are.

Value collaboration

Strive more to understand others’ viewpoints than to promote your own. Be open to constructive feedback.

Practice altruism

At least twice a year, volunteer your expertise and genuine caring towards a project that inspires you.