* First Thing First is a manifesto that delves deeply into the essential role design should play within the graphic design industry, and it serves as the origin of our team name, Firstthing.

Originally published in 1964 under the leadership of Ken Garland—and subsequently updated in revised editions—it has had a profound impact on the design world. It criticized the climate of the time, which leaned heavily toward purely commercial design, and advocated for addressing more significant issues where design could contribute to society.

Specifically, it argues that design should contribute to improving the quality of life and resolving social problems. It asserts that designers should not be mere technicians, but should also fulfill roles as thinkers and activists dedicated to the betterment of society.

We at Firstthing also believe that we should not simply pursue commercial profit, but rather engage in work that is meaningful to both society and ourselves. We have embedded this philosophy into the very core of our spirit.