Why we called it UnreasonWhy we called it Unreason

Every company says it thinks differently. Most of them are describing a slightly different font.

We named the company UNREASON because the most interesting things we’ve made didn’t survive a reasonable meeting. A children’s chef who teaches maths. A clinic system built by people who also write podcasts. A financial literacy brand that talks about balance sheets like they’re gossip.

Reason is a great editor and a terrible author

Reason is essential. It tells you what already works, what the market expects and what the spreadsheet will tolerate. But reason is backwards-looking by design. It can evaluate an idea; it can’t produce one.

Reason tells you what already works. Unreason asks what could exist instead.

So we try to use both, in order. First, an unreasonable question. Then, the most rigorous process we can build to answer it.

One company, four ways of building

We work with companies through Studio. We create our own intellectual property in Originals. We ship our own software in Products. And we build intelligent operational tools in Systems.

These aren’t separate businesses stapled together. The research habits from Studio shape our products. The storytelling from Originals makes our systems easier to use. The engineering from Systems lets our worlds become interactive.

Some companies specialise. We connect things that normally don’t belong together — and then we make them work.