Most creative studios are founded by creatives. This one was founded by Dr. France Jackson — an industrial engineer who earned a doctorate studying how people really use technology, then spent a decade inside Intel as a senior UX architect before starting the firm.
That is not trivia. It is the reason the studio can hold strategy, creative, web and systems in the same room without dropping any of them — and the reason the work gets tested against what people actually do, rather than what a moodboard hoped they would.