Devils Due

Devil's Due has a clearly defined, core set of values represented by the brand colors.*

Companies eventually take on a mind of their own, and without a core set of values it is easy to lose their way. These values come directly from Josh's own personal introspection, intimately tied to his personal beliefs, and that therefore they must be the driving moral compass in business, written for all affiliates, partners and customers to see. Anyone who enters any arm of the Devil's Due endeavors MUST fully practice these values - even... no, ESPECIALLY those at the top.

In the course of day to day business, everyone makes mistakes, needs to keep the bottom line in the black... keep the "lights on"... and that leads to all sorts of trouble. Having the values in writing helps enforce them, and keeps things from getting too "gray".

 

Red represents the blood, sweat and elbow grease that goes into making our projects, and the devotion and determination that the process requires.  Whether it be pitching in to help with someone else's task when necessary, pulling an all-nighter, or stopping what one is doing to help unload a skid of boxes from a delivery, putting in the extra effort is what will separate Devil's Due from so many other companies and prevent walls from developing within hierarchies, which creates dysfunction.

Because anything in black is always just cooler, this represents our effort to remain on the edge of the mainstream, always in flux, and maintaining the essence that keeps Devil's Due ahead of the curve.  If someone is not excited by new pop culture, technologies, art, music... they're probably ready to move on.  There will be no broad-strokes complaining about "Kids These Days" in a way that paints weak examples of modern culture for that of an entire generation.  In this business (and life), those of the Devil's Due tribe continually embrace new pop culture, and if new things coming down the pike seem to grow stale, you must challenge yourself to find what you DO like, because there's plenty out there. So no, to answer your question, no one needs to force a 45 year old to walk around singing Lil' Wayne songs in the studio... unless she wants to.

This symbolizes our transparency with our customers, peers and employees.  It's representative of the commitment to tell it like it is and to maintain that integrity in all we do - in good times AND bad.  Smoke and Mirrors and Cloak and Dagger business tactics are a waste of everyone's time, and frankly make it harder to sleep at night.  Brutal transparency is always preferred to false comfort. As a wise man once said, "If you don't ever lie, you never have to remember anything."

The subtle golden dot in the old DDP logo's eyes, and the color that peppers the DD experience, represents our commitment that everything we focus our efforts on bring value to our customers, ourselves, and the company as a whole.  Yes, this most certainly includes profit, which is integral to our existence, but also deeper value that looks beyond the short term. As Devil's Due grows, and we emerge from the difficulties of previous challenges, it is a goal that this value be expanded to others in need within our niche industry, as well as other causes close to our hearts. 

 

* This was originally written after regaining complete control of my company and a simultaneous perfect storm of other problems in late 2009, and going through a serious review of what had gone right and also gone wrong in all the years since launching the old Devil's Due. Only circulated internally until now, revised for a new DD, I want these plastered for all the world to see for as long as we're here.  - Josh Blaylock