To be honest, there is no clever pun or tag line behind the name Royals (sometimes Royals, sometimes The Royals.. not too fussed). But if anything, it's intended to indicate that the people with whom we collaborate, are true royalty. There are so many smart, passionate, creative, strategic and talented people who are motivated, in the main, be doing great work. They are Royals. They (we) are a modular, swarming collective of different perspectives and expertise, and they are the individuals who make up the collective contribution to a project.

And yes, I know Royals are also sneakers, a reggae band, a baseball team and a family somewhere in England. But if we're to pay homage to anyone remotely regal, it's more likely to be King Britt, Queen Latifah, Princess Peach and the Prince of Parties.