Elf and Elves

We've been asked this many times. Where did we get the name for Elf? I do believe it's self-explanatory yet sometimes, it helps to spell things out.

The name Elf for our agency is inspired by the elves in J. R. R. Tolkien's Lord of the Rings. Tolkien took the Germanic elf and reimagined this character and being - taller, beautiful, lean, artistic and noble.

We draw upon this characterization for inspiration and modernize it for our era. Elf for us means gifted individuals with sensitivity, intellectual curiosity, empathy and agility who have a deep love of nature and design. Fast, fluid and lean. Essentially good and noble with just enough naughtiness to keep it interesting. You know an Elf when you see one. :)

Einstein

Newtonian physics is like Sir Isaac Newton in that it is clear and well explained; it follows a logical process that is instantly understandable.

When Newton was replaced by Albert Einstein as the popular physicist in the twentieth century, we expanded our collective vision of what a scientist could be. Einstein was as unruly as his hair - unpredictable and expansive. He opened up a new way of looking at things and understanding our universe - what every scientist I think, would aspire to.

Today you see quotes attributed left and right to Einstein - things that he probably never said. Some are popular phrases and others are fashionable statements for an era. I'd like to believe that Einstein gets a kick out of it - all this attribution to things he never said and that maybe there is some value in these things.

What will be the next era for physics? How will our understanding expand? Aaah. That's one of the great secrets and mysteries waiting to be unlocked, expressed and expanded upon. :)