All Deluxe, All The Time

As of Valentine’s Day 2012, Kitchen Sink Creative Group will be no more. It has been a good run, but it is time to move on.

Not to worry, however; we are not going away. We are simply rebranding ourselves as Deluxe.

Dictionary.com defines the word “deluxe” as “of special elegance, sumptuousness, or fineness; high or highest in quality, luxury, etc.”

However, the standard definition of “deluxe” does not do justice to what we are trying to convey. To us, “deluxe” is not about money or a lavish lifestyle; it goes much deeper than that, and money has little or nothing to do with it.

It may have been two or three years ago while Jean and I were rearranging our bedroom when the notion of “deluxe” popped into our heads. We live in a small house, and Jean is almost constantly working on ways to make the most of the space we have (so much so that we even wrote a line in our wedding vows that I would not complain when she gives me that look that says “it’s time to move some furniture.”). We had finished with the heavy lifting and I had gone off to do something else when Jean called me back to the bedroom, wanting me to see what she had done with the space.

When I got to the room, my jaw dropped; the bedroom looked like it never had before. Gone was the clutter and disarray, replaced by a clean, simple, and elegant sanctuary that could have been pulled out of a zen-inspired boutique hotel.

“Wow,” I said, surveying the space, “that’s great! It’s… it’s deluxe!”

Little did we know it at the time, but that one sentence launched a new way of life and business for us. Since that weekend morning in the bedroom, we have expanded on the theory of what “deluxe” means to us, and “All Deluxe All The Time” is what we call it. It is how we strive to live our lives and conduct our business: Simply; elegantly; making the most of what we have; stripping away what we don’t need; treating people the way we want to be treated; striving for excellence in all we do; and doing our best to make sure that everybody wins.

We have done our best to conduct our business following that mindset, and now we are embodying  that ideal with our company brand. We are making big plans around this change, not only with regards to our business, but with some other projects as well. We are excited and inspired, and that is what Deluxe is all about.

Our first order of business is a redesign of the website, with a launch date of February 14. Be on the lookout for the revamped site and new name.

And expect a whole heaping lot of “All Deluxe, All The Time”!

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