Welcome to the Riot

When I was thinking about what to write for this introduction, my first thought was, why bother? I mean, who’s going to read it? And who’s 
going to care? I may as well be talking to myself (which wouldn’t be the 
first time).

My second thought was, what if everyone reads it? And everyone cares? And what if everyone thinks the new website is shit, and it’s just a load of rubbish (we leaned pretty hard into the weirdness, to be fair).

My third thought was STFU. Because that kind of thinking is the beginning of resignation. It’s the prequel to full on imposter syndrome that makes your imagination quiver back into the recesses of your mind like a curious octopus retreating for the safety of its lair. Those thoughts are dangerous.

Working in the creative world often leads to dangerous thoughts. Us designers spend days thinking about ideas and moving around pixels. Hours debating on colours, shapes, fonts, tweaking this and adjusting that. And then, usually before anyone has even seen what we’ve been sweating blood on, that thought manifests… slowly, at first, as a soft whisper of ‘you suck’ gently strobing the outer reaches of your brain. Quickly, though, it turns into a techno baseline beating out ’what the f*ck were you actually thinking’ 
on repeat.

Ok, perhaps that is a slight exaggeration, but you know what I mean. And what’s really dangerous about dangerous thoughts is that they steer our imagination back to safety. They, consciously or not, make us fall back into familiar territory – where amazing things do not happen.

When we started this ‘thing’, I didn’t know exactly what I wanted it to be. 
I still don’t. But what I did know, was that I wanted it to be a place that inspired amazing things. And for amazing things to happen, you gotta let that Imagination run Riot.

Andy.