Code of Ethics

big fish® is a climate considerate brand, design and marketing consultancy that helps start, transform and grow businesses as a force for good.

We support companies and initiatives that strive to increase the quality and duration of all life on Earth. Our clients’ growth, our team’s personal development, our net positive carbon impact and our financial independence are how we measure our success. We are in the process of seeking accreditation as a B Corp and subscribe to the theories and practices set out in Project Drawdown. 

This Code of Ethics explains our guiding principles. Our detailed Code of Conduct is contained within our Employee Handbook and covers matters including non-discrimination, anti-harassment, whistle blowing, confidentiality, equality and so much more. 


Kindness above All.

Everyone within our organisation has a duty to treat others with respect, compassion, fairness and above all kindness, and they have a reciprocal right to be treated this way by others. Whether working with clients, suppliers or colleagues, we believe kindness is an absolute minimum standard of behaviour which breeds tolerance and happiness within the workplace.



We expect everyone at big fish to behave with integrity and honesty – to play a straight bat, tell it how it is and do the right thing.  We expect people to stand up for what they think is right and to support their colleagues. Everyone has a duty to take responsibility for what they do, to admit their mistakes and keep their promises whenever they possibly can (and to apologise if they can’t).


Speak Truth to Power

At big fish we believe that all ideas are born ugly. We achieve our greatest work through creative collaboration and the bringing together of different minds and diverse opinions. Every member of our staff has a part to play in making our company successful. Everyone has standing in every forum and a role to play in our company. We all have the right to speak, the right to be heard and a duty to listen. We urge all members of our organisation to speak truth to power, to put forward and stand up for their opinions and to value everyone else’s opinion. By the same token we urge everyone to contribute, engage and strive for excellence in all they do. We believe that with this attitude we will learn, grow and prosper.


We aspire as a company to show the same respect and kindness to all our stakeholders – to our clients, to our community, to our staff and most of all to the planet we live on.