We work with a number of designers, many of which are artists or close collaborators to the label. Together we take a rigorous approach to image generation. The goal: tactical media, the notion that media can be a conduit of communication and the presentation of ideas, while still encouraging the viewer to apprehend critically. This is in contrast to advertising - the positioning of images at all costs with the sole intent of selling a product. Tactical media expands idea, not consumption.