At Edna, we believe creativity should make things better — for people, for the planet, and for the industry we work in. Our mission is to use creativity as a force for good, helping values-led organisations thrive while building a more sustainable, inclusive, and equitable world. Everything we do at Edna is shaped by our three Pillars, which guide how we work, who we work with, and what we stand for. We believe that balancing effort across all three — people, planet, and creative excellence — is the key to a happy, healthy business that creates standout work. Through our partnerships, practices, and projects, we aim to amplify positive impact, open doors for underrepresented voices, and build a better future through design.
This is our currency — the thing we make, share, and stand behind. It should deliver value for clients and push us forward as thinkers, makers, and collaborators.
Stand apart Deviate from the norm—it’s how we make progress. Be comfortable with the uncomfortable.
Inclusively creative Creativity isn’t just for creatives. This is a no-ego zone—The answer will be better if we find it together.
Ask why? Challenge convention and ourselves. Ask the difficult question, have an opinion and don’t be afraid to use it.
We’re a human-first business. That means people’s wellbeing, growth, and individuality are part of every decision we make — and it extends beyond our own walls.
Respect choices
Create space for people to be themselves — and to live fully, not just work hard.
Give back
Share what we know. Lend time, care, and creativity to make the industry better for others too.
Keep it moving
It’s never finished. Keep questioning how we can do better — for our team, our clients, and our communities.