Ethical Guidelines

Effective Date: TBA

At jou-ni, we believe in using creativity and design to make the world a better, more sustainable, and more beautiful place. Our ethical guidelines ensure that our actions align with our values and commitment to positive social and environmental impact. Below, we outline our principles and the types of collaborations we accept or decline. The guidelines are preliminary and future changes to these guidelines may occur. Cases are evaluated on an individual basis, and exceptions can be made. Our decisions can be debated up to a certain degree, but due to time pressures, not to a very high degree.

1. Guiding Principles

1.1 Commitment to Sustainability:

We strive to create sustainable solutions that contribute to a healthier planet. Our work aligns with common Environmental, Social, and Governance (ESG) standards to ensure long-term positive impacts.

1.2 Social Responsibility:

We prioritise projects that promote inclusivity, wellness, and societal benefits. We avoid partnerships that could perpetuate harm or unethical practices.

1.3 Transparency and Integrity:

We are transparent about our values and business practices, maintaining integrity in all our collaborations.

2. Industries and Partnerships We Do Not Accept

2.1 Alcohol, Tobacco, and Cannabis:

We do not collaborate with companies or individuals involved in the production, marketing, or distribution of alcohol, tobacco, cannabis, or similar products.

2.2 Military and Weapons Manufacturing:

We do not accept projects from companies directly involved in the military sector, including weapons manufacturing and related industries.

2.3 Fossil Fuels and Nuclear Energy:

We avoid working with companies primarily involved in fossil fuels (e.g., oil, coal, and natural gas) or nuclear energy. Exceptions may apply if the project focuses on transitioning to renewable energy or sustainable solutions.

2.4 Religious Individuals, Groups, Communities or Organisations:

We do not work with openly religious individuals, groups, communities or organisations. jou-ni is non-denominational and firmly believes in equality, treating all people as equals without distinction or preference. We maintain that there are no "chosen people"—only people—and uphold these principles in all our collaborations. 

3. Evaluation Criteria for Potential Clients

3.1 Past Associations:

We evaluate a company’s history and consider its primary source of revenue and industry involvement. If a company has divested from an unethical sector but built its fortune in that sector, we will not collaborate.

3.2 Core Business Activities:

We assess the company’s current operations, ensuring they align with our values. For example, a restaurant with a menu dominated by alcohol will not be a suitable client.

3.3 Intent and Project Goals:

We consider the intent and goals of the project. For instance, we may work with a company involved in non-renewable energy if the project directly supports renewable initiatives.

4. Example Scenarios

- Scenario 1: A company that made its fortune in the tobacco industry but later divested its holdings in tobacco.

  - Decision: We will not work with them, as their wealth originated from tobacco.

- Scenario 2: A restaurant with one food item on its menu and primarily alcoholic beverages.

  - Decision: We will not work with them.

- Scenario 3: A sparkling wine (or champagne) producer in the Champagne region in France wants to update their brand identity.

- Decision: We will not work with them on the assigned project, but we will help them to rebrand themselves and repurpose their manufacturing facilities into producing something useful.

- Scenario 4: A submachine gun manufacturer seeking to create a Facebook ad campaign.

  - Decision: We will not work with them.

- Scenario 5: An energy company operating nuclear power plants, coal power plants, and oil-drilling operations wants to develop concept plans for a solar power plant.

  - Decision: We will work with them if the project directly supports renewable energy initiatives.

5. Communication to Prospective Clients

To save time and ensure alignment, we encourage potential clients to review these guidelines before approaching us. If your business or project involves industries or activities outlined in Section 2, please understand that we will not be able to collaborate.

6. Our Vision

We believe design has the power to inspire, innovate, and drive change. By adhering to these ethical guidelines, we aim to create meaningful work that reflects our values and contributes to a better future for all.

For inquiries or further clarification, please contact us at the Contact page.

Thank you for respecting our ethical standards and helping us create a positive impact through design.