“Design is not just what it looks and feels like. Design is how it works."
-Steve Jobs, New York Times Magazine interview
Veritas
/'VER.uh.tas'/ (Latin). A principle or motto representing honesty, integrity, and moral clarity.
In the AI + ESG era, talk is cheap. Action matters. Love always wins. Every Vermillion Design project, whether in design, publicity, tech, or outreach, is delivered with integrity + a joyous commitment to serving others. When those values lead, success tends to follow.
Do-Good Growth
Environmental, Social, and Governance ("ESG") is a framework for responsible company operations. Reducing environmental impact, modernizing hiring and workplace practices, and holding leadership accountable has proven to be a profitable business strategy. I collaborate with companies that don’t just talk ESG but follow through. Because our shared, long-term success comes from putting people + planet before profit, not the other way around.
(An example from my portfolio of what modern hiring follow-through looks like)
Intuitive, Transparent Design
Our Customer Experience (CX) / CX Operations support work prioritizes clear pricing, process, and policies at every touchpoint, giving your customers confidence in what they’re getting and a positive experience with your business. Not just because it ensures compliance, enhances accessibility, and protects your company’s reputation, but because it’s simply the right thing to do.
(An example of recognition I earned advocating for transparent design in the apartment industry)
Accountability
We hold ourselves accountable for responsible development and daily use of AI, and we expect the same from the companies we partner with. In practice, this means training staff, addressing bias and systemic issues head-on, safeguarding sensitive data, communicating transparently about tool use, and preserving consistent human oversight. As an early pioneer of AI engine optimization + AI-powered data aggregation tools, we use legally compliant tactics and aim to set a standard of integrity for this emerging field.
(An example from my portfolio discussing centralization, which streamlines user management and strengthens protection of sensitive data)
Alis Volat Propriis
/”She flies with her own wings”/ (Latin). A phrase symbolizing independence, boldness, and individuality.
I celebrate individuality and honor the freedom to chart your own path, personally or professionally. That spirit guides how I give back, too, supporting causes with "time, talent, and treasure" as an ally opening doors and protecting fundamental freedoms.
“She flies with her own wings” happens to be Oregon’s state motto, the Latin version first proposed in the 1840s by Judge Jesse Quinn Thornton who (like I did!) trained in law in Illinois before heading west. By designing pamphlets, Thornton spread ideas that stirred resistance among enslaved people. He grew restless in Quincy, Illinois (not far from my family’s farmland), and left for a chance to make a difference in a region where the rules were still being written. He carried his outspoken opposition to slavery when he and his wife moved to Oregon, convinced that new settlers expected a community built on respect for basic rights.
Jules Flesner
Founder, Vermillion Design + Co.
