Common Ground
At KR Squared, we’ve always believed that the best work comes from relationships, not just contracts. There’s something electric that happens when you collaborate with people who get you. When meetings feel like creative jam sessions instead of calendar obligations. When trust is mutual, ideas are flying, and there’s a shared sense of purpose that goes beyond metrics or deliverables.
We’re lucky to have built partnerships like that. The kind where laughter shows up in text threads and where big, bold thinking doesn’t get buried under red tape. We’ve found that when we genuinely enjoy our clients, the energy is different. We push further, try harder, and the final product reflects it. In fact, a study from Harvard Business Review found that 89% of professionals believe strong relationships at work directly impact the quality of the work itself. We believe it, because we’ve seen it time and time again.
But fun only gets you so far. We’re just as intentional about who we don’t work with. Because alongside collaboration and creativity, ethics matter. A lot.
We’ve learned that our clients’ values are a reflection of our own, whether we like it or not. Consumers are watching, too. In fact, 63% of them, according to a 2023 Edelman study, say they actively support or avoid brands based on their beliefs. That means we’re not just creating campaigns; we’re co-signing on the behavior, decisions, and integrity of the people behind them. And when something feels off, when there’s a mismatch in values or a disregard for team well-being, we don’t just make a note. We make a call. We’ve respectfully stepped away from clients who didn’t align with our culture, even when the work was steady. Because no amount of billable hours is worth compromising the integrity we’ve worked so hard to build.
The truth is, your client list says as much about your company as your portfolio does. And we’ve built ours to reflect who we are: creative, curious, collaborative, and committed to doing work that’s not just effective, but meaningful. That means working with people who trust us to lead, challenge us to grow, and bring good energy to the table. People who are kind, communicative, and cool under pressure. People who care.
And when we find that mutual spark, we protect it fiercely. Because that’s the kind of chemistry that fuels innovation. That turns good ideas into great ones. That reminds us why we love what we do.
At the end of the day, we’re not just building brands. We’re building relationships. And we’re proud to say we choose both wisely.
