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Code of Ethics

Together, we can create a better way to do business.

We are so dedicated to this idea that we became a Certified B Corporation®. This means that you can expect us to conduct business in a way that balances purpose and profit. In everything we do, we are committed to considering the impact of our actions on workers, customers, suppliers, the community, and the environment. In other words, we hold ourselves accountable in every possible way to provide the best solutions for you, your customers, and the world at large.

How It Works

Our impact is strengthened by the type of projects we work on. We collaborate with clients in a variety of industries and value working with positive people on positive projects. We screen projects on a case-by-case basis to ensure that they are a good fit with our values.

We primarily evaluate projects rather than clients since many organizations are complex and often engaged in a wide range of activities. For example, it’s possible that we may decline one project while accepting another from the same client, depending on the parameters of each. There may be cases where the parent organization does not meet our ethical criteria in general, and this would lead us to decline all projects from that organization.

The Projects
We Do



We actively strive to work on projects that:
  • Promote a healthy natural environment and sustainable business practices
  • Reduce consumption of physical goods and/or waste
  • Raise awareness of important environmental, social, and ethical issues
  • Promote social justice
  • Support and/or promote education in all its forms
  • Support and/or encourage healthy lifestyles
  • Promote an equitable, well-functioning society
We also look to work on projects where the company involved:
  • Promotes fairness, diversity, and equity in the workplace
  • Seeks to nurture positive long-term relationships with our team, treats us as equal partners, and respects us as individuals and professionals
  • Has strong, well-documented social and environmental policies
  • Is a Certified B Corporation, non-profit organization, or public entity

The Projects
We Don’t



We will not engage in projects that directly promote any of the following:
  • Arms, ammunition, or guns
  • Conflict or violence
  • Discrimination, hatred, or extremism
  • Unhealthy products aimed at children
We also avoid working on projects on which we’re aware that the company involved:
  • Has staff who are abusive to our team or other suppliers
  • Has a proven record of lobbying against positive change
  • Has a proven record of environmental or human rights abuses

In Between

Some projects may not fit neatly into a particular category and may fall into a gray area with a mixture of positive and negative features. In these cases, we look to use our best judgment to make sure our creative expertise is used to better the world.

Evaluating Current Clients

We believe these principles should apply to new clients and ongoing clients alike. At Rule29, we seek to regularly evaluate all of our existing client relationships to make sure that the projects adhere to our code of ethics.