Central Falls, or “CF” as it’s affectionately referred to by many, is the smallest city in the smallest state in the country, with borders covering exactly one square mile. And that’s where we grew up.

The city of our youth carries several monikers and origin stories. It’s been called everything from the “City of Dreams” to “Sparkle City.” It’s home to the Warriors, the Lions and, during CYO basketball days, the Holy Trinity Blue Demons. It housed factories that built Mr. Potato Head, G.I. Joe and the Transformers. (It’s also home to the greatest hamburgers you’ve probably never tried but, if you have, you know exactly where to get them.)

And while Central Falls may be part of our past, the city is a permanent part of who we are today. It’s where we found our voice, where we learned diversity should not only be embraced, but celebrated, and instilled a work-ethic that prioritizes effort & accountability over everything. So it only made sense to find our company name in the place that played a key role in shaping our worldview, because the lessons learned growing up in “CF” spill over into every project we work on.

“The demon is in the details”

For those who didn’t spend their formidable years at Holy Trinity on Fuller Ave., the phrase “the demon is in the details” is an idiom referring to the unpredictability of most tasks. (Some say “devil” instead of “demon,” but those people didn’t have Sr. Ruth teaching them in 5th grade.) The idea is that something may seem simple at first look, but when you look a little harder, realize there are more complexities than originally thought. The phrase’s proper terminology may be up for debate, but the expressed sentiment—that details are important and whatever work you do should be done thoroughly—is universally understood and informs our overall approach.