The short studio reference for content work: what the content system actually needs to know about By Default, and nothing more. The full brand book (team bios, services, the product suite, positioning, the studio voice) lives with the studio, not in this knowledgebase.
What By Default is
By Default is an independent creative technology studio in London, founded in 2023 by Erlen Masson and Syeda Masson. We build digital experiences that leave a lasting impression: the work brands and publishers need to earn attention, hold it, and turn it into something that lasts. Capabilities span digital branding, digital experiences, and digital campaigns, plus a proprietary suite of interactive products the studio deploys, hosts, and reports on.
Founded by two neurodivergent creatives who believe inclusive design should be the default, not the exception. That belief is the name: challenge the inherited way of doing things, and make inclusion the standard rather than an opt-in.
- Tagline: a different standard
- Domain: bydefault.studio
Mission
To build the digital experiences that turn audiences into participants. Interactive work that earns attention, holds it, and turns it into something that lasts.
The big idea: designed participation
Designed participation is the framework the studio owns and the phrase this content plants (the full treatment is in Pillars, under the owned idea). Not just reaching your audience, but turning their attention into action.
- Designed participation is the public phrase: brand communications, web copy, articles, and content.
- Audience transformation is the sales phrasing, used with prospective clients about the commercial outcome of the work.
Writing rules the content follows
The studio's writing mechanics apply to everything published here:
- British English (favour, centre, organisation).
- Sentence case throughout. No Title Case in headings.
- No em dashes anywhere. Use commas, full stops, or hyphens.
- Active voice, short to medium sentences, contractions welcome.
- Be specific: names, numbers, real outcomes.
- Spell out one to ten, numerals from 11 up.
Writing the name
- Always two words, capital B and capital D: By Default. Never bydefault or BY DEFAULT in running copy.
- Domain and handle: bydefault.studio, bydefaultstudio.