Do not read the next sentence.

"You little rebel, I like you."

Our Values

This is a very special page to us...

When we started preparing to re-design our website, we did a bunch of research and re-educated ourselves on what should be included on a great website. The goal was simply to show off our capabilities and personality in the best light possible. We found over and over again that having a place where we communicated our values was extremely important. This makes a lot of sense. However, we all agreed that whenever we see a values page on a business website we gloss over and don’t take it seriously because most values pages just come off as corporate jargon. For that fact alone, we tried hard on this page to not go into ‘marketing auto-pilot’ and actually communicate what we dearly dearly care about.

Character & Integrity
Character: Moral excellence and firmness
Integrity: Firm adherence to a code of especially moral or artistic values.

We are a company with a conscience. We feel we have a social responsibility to be a contributing members of society. It's been said that character is who you are when no one is watching. We strive to be people of character and integrity that operate a business with those same principles.

Passion & Empathy
Passion: Intense, driving, or overmastering feeling or conviction.
Empathy: The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner;

Our passion is people and their stories. We love every new project because we get to meet new people, on new journeys. We get to place ourselves in their shoes and live for a moment from their vantage point. We do what we do because we just plain love doing it and could never live a different life.

Discipline & Grit
Discipline: Orderly or prescribed conduct or pattern of behavior; Self-control.
Grit: Firmness of mind or spirit: unyielding courage in the face of hardship or danger.

Want to know a secret? The original theme when we first founded It's The Cherry was a song called "Let me love you" by Justin Bieber. This is a pretty embarrassing admission considering the founder is a male in his mid-thirties. Not exactly Bieber's core demographic. We played that song every single morning for months as we built this company brick by brick. Here are a few choice lyrics... "Say go through the darkest of days. Heaven's a heartbreak away. Never let you go, never let me down. Oh it's been a hell of a ride. Driving the edge of a knife. Never let you go, never let me down. Don't you give up, I won't give up."

Education & Intelligence
Education: The action or process of educating or of being educated.
Intelligence: The ability to learn or understand or to deal with new or trying situations.

We have a discipline here at ITC to constantly be improving and educating ourselves. Every single day we are growing ourselves physically, mentally and spiritually. We want to be better human beings and a higher value to the community around us that we serve.

Eccentricity & Quirkiness
Eccentricity: Deviation from an established pattern or norm.
Quirkiness: A peculiar trait

Look, we don't know how to say this without it coming out funny but we are kind of an odd group. We're artists. We are creative. We see things differently and so one day we just decided to own it. We are comfortable in our own skin and have made a firm decision to stop editing out our flaws. Sometimes, even magnifying them where appropriate or most importantly... hilarious.


“I hope that you and I are aligned in some of our values and that we have a few personality traits in common.


When you add of all our values together, it just means that we are decent human beings that run a decent business. We promise to always strive hard to make you  feel that we have put a cherry on top of your project. I want you to smile when you think of us."

Luke J. Bodley

Chief Executive Officer