What I Live By (WILBy) is a branding experience designed to reflect the joy of our thoughtfulness in the world- whatever it might be. WILBy is the affirmation of what matters most; to live firmly within your caring and share that loving attention with the people and materials of the world around you. It is an acceptance that our choices are constantly changing, like we are, with the real consistency being our heart and thoughtfulness at the center of everything we do. 

WILBy is our ability to live the meaning we create in the world, and to buy it, wear it, explain it, define it, share it, become it. Whatever WILBy, is what is.