Imprint №01 · Fremantle, WA · Est. 2024
/ 00A short manifesto · Long form

Five principles, plainly held.

"Ethical technology" is the kind of phrase that means everything and nothing. So we wrote down what we mean by it. These five rules govern what we ship, how we write, and how we answer the phone.

/ 01Principle

Plain English

Documentation a non-technical reader can finish.

Most security and IT writing is hostile by accident. It uses jargon to signal expertise rather than to communicate, and the cost of that is paid by the people on the other end of the page — the bookkeeper, the school administrator, the founder reading it at eleven o'clock at night.

We write so the reader does not need a glossary. When a technical term is unavoidable, we explain it inline and only use it once. When something we sell sounds clever, we replace the word with what the thing actually does.

/ 02Principle

Open by default

Core tools are published under AGPL.

Software that watches over you should be inspectable. The whole point of a security tool is to be trusted with the run of your systems — and trust without inspection is just hope.

Our core tooling — Delphi, Persephone, the smaller utilities — is published under the GNU Affero General Public License. That means you can read the source, run it yourself, audit it, and fork it if we ever stop being good enough. Our commercial offering is the operations work, not the code itself.

/ 03Principle

Answerable

Software accountable to its users; staffed support.

Software companies have spent two decades making themselves easier to reach for sales calls and harder to reach for help. We will not do that. When something we built misbehaves, you need to be able to find the person responsible without scaling a wall of forms and chatbots.

Practically: there is a phone number on the contact page. It is staffed by humans during Australian working hours. If something is on fire and it is our software's fault, we will pick up.

/ 04Principle

No dark patterns

No manufactured urgency, consent traps, or upsell ladders.

Dark patterns are the technology industry's most successful export of the last fifteen years and its quietest betrayal. Pop-ups designed to trick consent, "no thanks I prefer to pay full price" buttons, scarcity counters that never reach zero, dashboards engineered to confuse so you accept the next renewal price.

We do not use any of these. We quote work on the merits of the work, not as a ladder of tiers designed to nudge you up. Our consent flows ask the question once and remember the answer. Our renewal emails go out thirty days before, not three. If you find yourself feeling rushed by something we made, that is a bug — please tell us about it.

/ 05Principle

Local hands

A studio you can drive to. Working-day reach.

We are a small team in Fremantle, Western Australia. Our customers are Australian small businesses, nonprofits and households. We are not pretending to be a global SaaS — we are pretending to be your neighbour's tech-savvy cousin, except qualified and insured.

That has limits. We cannot promise five-minute response times to a customer in another timezone. What we can promise is that the person taking your call has met the person who wrote the code, and the code is allowed to be improved between releases.

/ ✦Read more

These are working rules, not engraved tablets.

If we get one wrong, we want to hear about it. The studio's business model rests on these holding up — write to us when they do not.