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Safe to say, 2020 is not what most people had in mind for their year. And while a lot of people are going through a lot of different things, a lot of people are going through the same things. 2020 has uncovered a lot of truths in ourselves and in those around us – one of the most beautiful being the resilient nature of humans and how we desire to be connected.

Here at Citrus, we’re really happy to work with people that do cool things, and we’re even happier to work with people that do cool things during a global pandemic. When our friends over at Bear King Brewing Company temporarily shut their doors in April to slow the spread of COVID-19, they didn’t sit inside and hibernate. Instead, they joined a worldwide beer collaboration that was created to raise support for the hospitality industry. In a few short days, Bear King, along with Double Horn Brewing Company, brewed, canned, and began selling the “All Together IPA” with 100% of profits going Highland Lakes Crisis Network (HLCN).

But they didn’t stop there. They also partnered with the HLCN, allowing them to operate out of the Bear King kitchen and taproom to make and deliver 1600+ meals per day to those in need in surround counties.

One of our guiding principles at Citrus is: “We do want to make cool work, but for good reason. Creative is nothing without good strategy. Similarly, strategy is nothing without good creative.”

In the era of masks, COVID-19, and WFH, we’ve uncovered a new truth in ourselves, a new guiding principle: Creativity is nothing without good people.