Shader is a creative development studio based in Sweden, founded a few years ago by me and my colleague Simon Hedlund. Starting a business threw us headfirst into the corporate ecosystem of acronyms and LinkedIn rhetoric. We coped the only reasonable way: by making fun of all of it, to the point where we named our newly founded company High Tech Business Solutions, staged a business photoshoot, and degraded the results until they looked correct: watermarked, a generous horizontal stretch and saved as a JPEG with the quality slider dragged to the floor. Brilliant, we thought. Less brilliant in meetings with potential clients, where there wasn’t always room to clarify that the name and company material was ironic. The shame eventually drove us to rebrand as Shader Development Studio, not nearly as funny, but it at least describes what we actually do: computer graphics, visualizations, and web. Still, we liked the ironic business angle from High Tech Business Solutions too much to let it disappear completely.…