What role does studio culture play in producing great motion design? 

Reels and case studies often capture the end result, but the way a studio runs says a lot about how that work gets made. At Buff, our belief that we "make better work by making work better" isn’t just a philosophy; it’s how we actually operate.

To dig into what that means behind the scenes, we sat down with Buff’s Studio Director and Co-Founder, Chloe Flexman. As the driving force behind Buff’s B Corp Certification, people practices, and culture-building, Chloe offers a perspective that’s not always visible from the outside, but is absolutely central to how Buff functions as a studio.

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What does “make better work, by making work better” mean to you?

When we talk about this (and we do!), we’re talking about the idea that if you focus on the internal working environment, processes, culture, everything that makes up the experience of ‘going to work’ - and get these things right - then you have the foundations in place to make great work. By ‘making work better’, we’re aiming to create a safe place for creativity and innovation to thrive, and for people to be able to collaborate and do their best work together as a team. 

So rather than solely concentrating on the output and doing what we can to improve it at the surface level, if we turn our attention to the studio holistically by hiring the right talent and making it a great place to work, then we’re going to see the best results.

This all comes from an intrinsic belief that to sustainably and consistently create great work at scale, you need a team of happy, healthy and supported people. Ultimately, that’s what we’re trying to build.

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What does it take to create an environment where creativity thrives?

A lot of it comes down to everyday cultural things like being open and inviting input through ideas or feedback. Showing we value people’s ideas and empowering the team to contribute. Doing things to make people feel confident and comfortable to try new things. Anything that builds the psychological safety aspect of the studio, which is the foundation of all successful teams and creativity.

It’s also about establishing a solution-focused team mindset. For us, staying solution-focused helps us see feedback as a new challenge. It’s an invitation to make things even better; no matter how difficult those moments might feel, they nearly always create a better end product.

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Why was becoming a B Corp important for Buff?

I think it was mostly important for validation. Becoming a B Corp was recognition that we were on the right track to building a better business, and also a public commitment. It holds us accountable to improvements to keep us evolving. 

Even small things, like switching from a local coffee supplier to the world’s only non-profit coffee supplier SkyLark (who also happens to be local), reflect that mindset of always asking, “How could we do this better?”.

Now that the new standards for B Corp have launched, I hope there will be an even clearer and more comprehensive roadmap for us on how we can be a more sustainable business.

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Looking ahead, what does “making work better” mean for the next chapter of Buff?

The work we’re asked to do is changing, but I want us to remain true to our values while taking on new challenges. That means consolidating our ideas and intentions into tangible guidance and processes so these principles are embedded as part of our daily work. The more ways we can evidence our principles in practice, the better.

‘Making better work, by making work better’ also ties into our focus on ‘better over bigger’. For us, growth isn’t just about scale; it’s about the quality of the projects, the fit of the clients, and making sure the way we work is optimum for our people - and for creative excellence as well. It will mean consulting with the team on what they enjoy most and what makes those projects successful, then replicating those conditions moving forward.

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Thanks to Chloe for sharing the thinking behind how Buff operates and why it matters. If you’re curious about how these principles show up in practice, or how Buff’s approach to people, process and values shapes the work, we’d love to chat.

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FAQs about Buff studio culture

Does a "flat hierarchy" mean there is no leadership on projects?

Not at all. It means that while a project may have a clear lead for consistency, every team member’s input is valued equally. Feedback flows in all directions, and success is celebrated as a collective effort rather than the achievement of a single "creative director."

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How does Buff handle tight deadlines without a crunch culture?

We treat the 5:30pm finish line as a non-negotiable. If staying late is required, it’s treated as a learning opportunity to see what went wrong in the planning phase. Any extra time put in is always given back as time in lieu, ensuring the team stays fresh and avoids burnout.

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How do you ensure a new hire is a character fit for the studio?

We interview for values as much as technical skills. We ask questions that reveal how a candidate works under pressure and what they value in a team. We also encourage candidates to interview us to ensure our environment is one where they will truly thrive.

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