Our nameWhite Tree. Our name is a symbol for innovation and accomplishment. White symbolizes purity, clarity and openness. Like a clean slate, white is the basis from which you can create everything you envision. White is the ultimate collection of colours containing all the colours in the visible spectrum. White is where different perspectives and interests come together in a harmonious whole.
The Tree represents continuous growth and adaptation. Growth that stems from solid roots, an ever-growing trunk and strong branches that flourish and bear plenty of fruit. It is the symbol of how we envision the total innovation process: a continuous process of scoping inspiration, growth, revision and adaptation in the search for success. | Innovation is like a tree It is all about the convergence of different, mutually influencing mind-sets, functions and activities, on a so-called “intersection” (read more about “the intersection” in The Medici Effect, 2006, Frans Johansson).
“On the boundaries of organisations and industries, where the problems and needs of users, and the potential of technologies can be linked together in a creative process that challenges both” (Luecke and Katz, 2003). |