Atlanta was once coined “The City Too Busy To Hate.”
We want this to be true.

The Important Stuff

We exist to work toward a more just Atlanta. Through listening, learning, creativity, and collaboration we make things that channel the grit and glory of this place we love, promoting its attitude of constructive productivity. We believe our city and its people have what it takes to become Too Busy To Hate. 

Endeavoring To Do Good

Too Busy To Hate is a Proper project. A portion of the product proceeds is leveraged to support organizations we admire - those leading out in the good work to be done. We contribute to their efforts through monetary gifts and in-kind brand strategy and design engagements.

Keeping Ourselves Honest

Each project we work on will be identified by these traits we see embedded in Atlanta, commend in our partners, and aspire to embody ourselves.

Teamwork / Collaborating in dignified, cross-racial relationships
Beauty /  Working toward justice and peace with optimism
Tension / Admitting we have a lot to learn and recover from
Hustle / Leaning into meaningful contribution with the gifts we have been given

How We Got Here

In 2012, while doing some research for a design project, we came across Atlanta’s “The City Too Busy To Hate” motto. Having never heard it before, we were so moved by the sentiment. We knew right away we needed more of this attitude. In our city, in our nation, and in our own hearts. 

As we continued digging, we found the the phrase was originally coined by Mayor Hartsfield in 1959 and touted during the course of the relatively successful desegregation of 4 area high schools in the fall of 1961. But it wouldn’t take long to learn how much of its meaning was confined to the superficial. Both an essay article in Phylon, the peer-reviewed journal founded by W.E.B. Du Bois in 1940 at Atlanta University as well as the first chapter of White Flight: Atlanta and the Making of Modern Conservatism are named after the slogan and provide insightful overviews of how it served a shallow, yet practical and moderately progressive political agenda.  

We knew that we wanted to redefine and reintroduce what this expression could stand for. An idea that could go beyond a self-serving, albeit decent, cooperation and move into true and abiding partnership for the good of one another and our city. Over the couple years that followed, we continued to ponder where and how this notion could come to life. Then, in the later half of 2014 and into the spring of 2015, we sorrowfully watched the news of tragic incidents where police brutality claimed the lives of young black men, over and over. Every time, reinforcing our belief in the power of the Too Busy To Hate ethos. 

So, at the risk of acting in a manner that could be construed as insubstantial, we did what designers do - we made a poster. On June 26, 2015, we launched at Creative Mornings Atlanta by handing out freebies to the first 50 attendees. When some of our friends didn’t get one, they asked if we would make more. And so began our business. 

All along, we knew we would not be satisfied to just market a few products, so we continued to iterate on programing ideas and philanthropic initiatives, until we landed here - what you see today. We aren’t under any illusion that we will change the world on our own or by selling a t-shirt with a catchy phrase. But we are convinced of the ability to choose to employ our gifts alongside others, working toward good outcomes and good friendships.