Culture by Design is led by principal designer Jeff Haddock. Over the past 15 years, his work has spanned industries, project sizes, and different stages of growth, shaping a belief that the best work doesn’t come from moving faster—it comes from being more intentional.
Taking the time to slow down, ask better questions, and do something right matters. Culture by Design was built in quiet opposition to hustle culture, with care, clarity, and craft guiding every project. Because work that’s meant to last deserves the space to be done well.
The work centers on designing systems—visual, verbal, and experiential—that guide behavior over time. Rather than chasing trends or surface-level aesthetics, Culture by Design focuses on clarity, consistency, and repeatability. The goal is to create brands that know how to act, not just how to look, so every decision, interaction, and touchpoint reinforces the same cultural foundation long after launch.
More than a creative studio —
AI can generate output, but it cannot generate substance. It can replicate patterns, but it cannot understand purpose. We treat AI as a tool — valuable, powerful, but never in charge. Meaning still comes from the human behind the work.
We partner with companies building products that shape how people live, work, and connect. By aligning strategy, systems, and experience, we help teams create brands that feel clear, intuitive, and deeply human — not just visually polished.
Our work turns purpose into direction, complexity into simplicity, and culture into a competitive advantage.
Culture is a System,
Not a Vibe.
Culture isn’t aesthetic mood-setting or internal slogans. It’s the repeatable system of behaviors, decisions, and signals that shape how people experience your brand every day.
Design is an
Act of Leadership.
Every design decision teaches people how to think, feel, and behave. Designers don’t decorate outcomes—they set direction.
Technology is a Tool,
Not a Voice.
Tools should amplify intent, not replace it. If technology speaks louder than purpose, culture fractures.
Clarity Compounds.
Clear language, clear interfaces, clear values.What’s understood gets repeated. What’s repeated becomes culture.
Culture is Built in Repetition.
One-off moments don’t define culture—patterns do. Culture lives in what happens again and again when no one is watching.
Every Brand is a Culture.
Whether intentional or not, every organization creates norms, beliefs, and behaviors. Design decides whether that culture is accidental or deliberate.
People Before Performance.
Healthy cultures produce sustainable results—not the other way around. When people feel aligned, performance follows naturally.
Meaning Beats Metrics.
Data informs decisions, but meaning drives action. Culture thrives when people understand why, not just what.
Constraints Create Character.
Limitations reveal priorities. How a brand behaves under pressure defines its true culture.