into the why: it’s the question and proclamation that separates style from substance, decoration from design, product from performance.

into the why mines the gap between art and direction, bridges the space between performance and process, and helps delve into the core of it all.

We put insight and imagination at the center of everything we do and help others do the same. Through the methodologies of art direction, artistic research, design thinking, and creative production we help artists and organisations go into the why.