The word “crack” has numerous definitions — many that summarize our capabilities and work ethic perfectly. It’s an edgy and memorable name, and we weren’t on crack when we came up with it.

To excel in skill or ability:
The crack designers created innovative work

A try or attempt:
The new client gave them a crack at the project

To discover the solution after much effort:
The creative director cracked the client’s problem

To demand hard work and efficiency:
The team cracked the whip to meet the deadline

To move rapidly:
The production manager was cracking along at lightning speed