Est. 2007 · Based in Jönköping, Sweden

Now taking briefs for Q3 '26

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Code of Ethics

Privacy Last updated May 2, 2026 Effective April 18, 2021 Version 3.2

This policy describes how Well & Good Studio (“we”, “us”, “our”) collects, uses and shares information about you when you use our website, engage our services, or otherwise interact with us. Please read it carefully.

Contents

Introduction

Ethics shape my work. They guide the actions I take as a person, a business owner, and a member of society. The lines below set out my guidelines for doing business. They are written as positive affirmations and represent the ethical stance I take in my day-to-day work. I acknowledge that I am not perfect and that on occasion I might fail to meet my own set of guidelines. I invite all stakeholders in my business to keep me accountable to these commitments.

As a person and a citizen

I am first and foremost a human being and a part of society. I have a responsibility to people and the planet to leave them better than I found them. Before being a designer, a developer, a marketer, or a business owner, I am a person who believes in making a positive impact in the world.

  • I take responsibility for the impact of my actions, and will do everything in my power to make it a positive one.
  • I take the time for self-reflection and learning. I do not rely on defaults and strive to grow my knowledge.
  • I communicate inclusively, truthfully, and clearly.

As a creator

My work affects people. Any work I produce that relies on perpetuating systems of oppression, deception, or exploitation to succeed means that I have fallen short in my obligations. When the work I create causes harm, either by design or by negligence, I am responsible for that harm.

  • I pause to consider all consequences of my work, intended and unintended.
  • I evaluate my work based on its impact rather than its form or technical skill.
  • I do not create, help in creating, or overlook the creation of work that causes harm.
  • I create work that positively impacts the people who will be affected by it: inclusive, respectful, and just.
  • I involve those impacted by everything I create from the very start of the process.
  • I continuously review my processes to ensure my work benefits the common good.

As a member of a professional community

I am part of a professional community. Every one of us contributes to the development of our profession and our industry. Everything I do reflects on the people who share my job.

  • I ask for help when I am uncertain about the impact of my work.
  • I invite, welcome, and act on criticism, even when it is hard.
  • I stand up against the pressure to prioritize profits above people and the planet.
  • I welcome a diverse and competitive ecosystem, and see my colleagues as allies in the bigger fight, not rivals.
  • I take responsibility for my part in changing the marketplace to be sustainable, fair, and equitable.

Towards my clients, audiences and collaborators

I owe the people who hire me not just my labor but my counsel. I am not hired to execute a job blindly and unquestioning. I am hired because of my knowledge and experience. I am responsible for putting the best interests of my clients, my audiences, and society ahead of my own.

  • I help my readers, collaborators, and clients make the best choice for their needs, not mine.
  • When the work I’m asked to create is flawed or harmful, it is my responsibility to flag it and fix it.
  • I strive to improve understanding of the impact of what we create, favoring accessibility, clarity, and transparency.

Towards society and the planet

My work has an impact that goes beyond me and my clients. Staying within my field of expertise without acknowledging my privilege and using it for the greater good would be wasteful and pointless.

  • I help others understand and discuss the power and challenges of technology.
  • I recognize the need to break the cycle of consumerism and use business as a force for good.
  • I participate in the democratic process of regulating my field, even though it is difficult.
  • I fight for democracy and human rights, and to improve the institutions that protect them.
  • I work towards a more equal, inclusive, and sustainable future for us all, following the United Nations global goals.

Sources

I wrote this code of ethics after studying: