The Rules (a glossary of terms)

Flashlight

One key rule is the "Flashlight" rule, which reflects our approach to the creative process: we embrace the idea that we can’t always see the full picture right away, so we follow the light beam as far as it takes us. Staying in the exploration phase as long as possible is crucial—it’s where the most innovative ideas tend to emerge.

Don’t Design Your Way Out of It

Another important rule is "Don’t Design Your Way Out of It." In commercial design, we’re often under pressure to come up with quick solutions, but with Reprintery, we give ourselves the space to let things evolve. We trust the process, knowing that sometimes the best ideas come when we’re not rushing to the finish line.

Roundabout

The "Roundabout" rule is another key guide. Think of it like a traffic circle, where multiple roads lead in different directions. Early on, we sometimes got sidetracked trying to find the “perfect” idea, but we’ve learned to stay focused. We jot down every idea and use our "roundabout" map to decide whether an idea expands on an existing concept or takes us down a new path. We commit to one direction at a time, giving each idea the attention it deserves, noting that sometimes an idea will also evolve and completely change direction.

Pause and Reflect

Over time, we’ve learned that “Pause and Reflect” is an essential part of our process. It’s not about stopping—it’s about giving ourselves the space to observe, consider, and let things evolve. Sometimes stepping back provides clarity; other times, it’s about knowing when to move forward. Trusting each other’s timing and perspective is key to finding the balance between action and reflection

Say Yes

Another important rule is simply to "Say Yes” to each other’s ideas. This can be hard, but it’s also the foundation of how we collaborate. We allow each other to explore our individual imaginations while discovering what happens when those ideas merge. Saying “yes”—even to offbeat ideas—opens the door to new possibilities.

Progress is Perfection

Finally, “Progress is Perfection” is one of our guiding principles. This rule encourages us to embrace imperfection. In a world of deadlines and creative demands, waiting for something to be "perfect" before we share it with the world, often means it never gets finished. We’ve learned that putting work out into the world—even when it’s not flawless—allows us to see it with fresh eyes. Perfection isn’t a fixed point; it evolves, through the next piece, the next idea, and the next project. By prioritizing progress, we build momentum, refine our craft, and continue to grow.