Our Manifesto Between data and decision lies an experience. At Cluster, every project begins with people, context, and the decision at hand. The form takes shape from there. starting point Cluster was born in 2014 out of a very specific observation about the BI market at the time: traditional consultancies did a genuinely good job of ETL and modeling, but what reached the far end, the user who was actually going to make the decision, rarely did justice to all that behind-the-scenes effort. We came in to fix that part of the chain with a focus on UX, UI and, above all, dataviz, bringing into the world of BI the design best practices that were already well established outside of it. We also quickly realized that an improved output didn’t always have to be a dashboard or a data exploration interface. Depending on who was going to consume the information, the right format could be a concise executive view, a public portal designed for both an everyday citizen and a government auditor, a data product embedded into another platform as a native feature, or, today, even a conversation with an AI agent that returns a well-designed chart instead of a five-line paragraph no one will read to the end. Each of these formats presents a completely different design challenge, and adapting the experience to the right person is something Cluster has always known how to do especially well. AI hasn’t changed that logic. If anything, it has made it even clearer why it matters. It is now much easier to generate analyses, interfaces, charts, and even entire products in a matter of minutes. But speed and the appearance of an answer are not the same as understanding. A system may query the right source and still fail to understand what “revenue,” “risk,” or “active customer” actually mean within that organization. It may show an accurate number while leaving out the exception that changes the entire decision, or confidently present a conclusion that should still be questioned.This is the space where Cluster works – between the available data and the decision someone needs to make. We understand the context, structure the information, and design the experience, whether it takes the form of a portal, a data product, a dashboard, or an AI-powered solution. And there’s one last thing, perhaps the most important and the hardest to explain to anyone who has never worked with us. Every client who comes here arrives with their own vocabulary, with rules that only make sense in that specific context, and with an entire routine behind each decision that may look simple from the outside, and that’s why Cluster has never had a template, never worked at factory scale, and every project genuinely starts from scratch because it’s the only honest way to do it. It’s also why our new site is called, literally, bycluster.com. All of this, added up and taken seriously over more than a decade, is what we came to call Creative Data.