South Pole Creative is a firm that focuses on the architecture of the sites that are created instead of the overall content. If the tabs and other features of the site aren't placed in a way that users can access and navigate, then the information on the site isn't going to be useful. Some viewers might bypass a site if it's not easy to use, which is where the firm comes into play as it specializes in getting sites in the proper order and design before the aesthetics are added. Work done is bold and creative so that it stands apart from sites for similar businesses.