What + Why

AUGHT is a pronoun in UK English that means 'anything; whatever'.

When we tried to explain the literal meaning of the word 'AUGHT' to people, most of them were perplexed. Confounded by the word's ambiguity, many wondered, "How does this word relate to or project your business?"

That was not, at least not directly, the intention. Despite the fact that branding is our forte, the name AUGHT was not derived from any business-related agenda or motivation. Although oxymoronically sounding, but our intention to start this design outfit from the beginning was never to approach 'design as the business', but instead, 'business through design'. As a result, the name was realised.

The rationale behind the chosen name is to express a personal ideology of design and our need to embrace the notion that ‘anything is possible’ with an open mind.

It is a name-mark that arose from these particular pattern of thoughts and practises. Our modest hope is that it will be symbolic and serve a purpose; that it will represent and be able to repurpose with the passage of time.