diff --git a/www/big-picture/brand.spt b/www/big-picture/brand.spt
index 74b1ef7..b9608d3 100644
--- a/www/big-picture/brand.spt
+++ b/www/big-picture/brand.spt
@@ -1,50 +1,15 @@
-nav_title = 'Brand Guidelines'
+nav_title = 'Brand'
 [---]
 [---] text/html via markdown
 
-Gratipay is an [open organization](/big-picture/welcome) rooted in the
-[open-source](https://en.wikipedia.org/wiki/Open_source) cultural tradition.
-These brand guidelines articulate our collective self-identity, and act as a
-guide when we hash out identity-formative decisions. In managing the Gratipay
-brand together, our goal is to care more about [our
-mission](/big-picture/mission) than about numbers and growth, and to care more
-about people than about our mission. See also: [Asimov's
-Laws](http://en.wikipedia.org/wiki/Three_Laws_of_Robotics).
-
-
-## Brand Values: The Ladder of Love
-
-Our core brand values are safety, consent, transparency, openness, and love.
-We see each as dependent on the prior value to form a “ladder of
-love”:
-
- - **love**—freely serving one another
- - **openness**—sharing control with one another
- - **transparency**—sharing information with one another
- - **consent**—not acting on another without their permission
- - **safety**—physical and emotional security
-
-![ladder-of-love](./ladder-of-love.png)
-
-We see **gratitude** and **generosity**, referenced in our
-[mission](/big-picture/mission), as characteristics of an economy in which we
-are freely serving one another.
-
 Gratipay has been called “**sweetly idealistic**” (Elizabeth Weiss,
 [The New
 Yorker](http://www.newyorker.com/online/blogs/currency/2014/02/can-we-crowdfund-a-creative-middle-class.html))
-and it's been accused of “**unabashed optimism**” (@traverseda, [on
+and we've been accused of “**unabashed optimism**” (@traverseda,
+[on
 GitHub](https://github.com/gratipay/gratipay.com/issues/1659#issuecomment-28245596)).
-Yes.
-
-
-## Anti-Values
-
-We like to locate our identity in what we're for, not what we're against. That
-said, every thesis entails its antithesis. For us, the opposite of what we're
-about is **combativeness**, **divisiveness**, **intimidation**, **outrage**,
-**insincerity**, and the like. We like working together with other people who
-like working together! :-)
+Yes! 😃  👍  💸  💸  💸
+ 💸  💸  💃  🌻
 
 
 ## Logo Files
diff --git a/www/big-picture/index.spt b/www/big-picture/index.spt
index 58b594c..f06e0a0 100644
--- a/www/big-picture/index.spt
+++ b/www/big-picture/index.spt
@@ -1,5 +1,6 @@
 nav_title = 'The Big Picture'
-nav_children = ['welcome', 'mission', 'brand', 'strategy', 'customers', 'org-chart', 'roadmap']
+nav_children = ['welcome', 'mission', 'values', 'brand', 'strategy', 'customers', 'org-chart',
+                'roadmap']
 [---]
 [---] text/html
 
diff --git a/www/big-picture/values.spt b/www/big-picture/values.spt
new file mode 100644
index 0000000..1287ce3
--- /dev/null
+++ b/www/big-picture/values.spt
@@ -0,0 +1,79 @@
+nav_title = 'Values'
+[---]
+[---] text/html via markdown
+
+Gratipay is an
+[open](https://opensource.com/open-organization/resources/open-org-definition)
+[cooperative](http://ica.coop/en/what-co-operative) rooted in the
+[open-source](https://en.wikipedia.org/wiki/Open_source) cultural tradition.
+We subscribe to the values of both cooperatives and open organizations, and
+extend these with our own unique value system called the Ladder of Love.
+Together, these three sets of values articulate our collective self-identity,
+and act as a guide when as an open cooperative we hash out identity-formative
+decisions.
+
+
+## Cooperative Values & Principles
+
+*[from the International Co-operative Alliance](http://ica.coop/en/what-co-operative)*
+
+Cooperatives are based on the values of:
+
+- **self-help**,
+- **self-responsibility**,
+- **democracy**,
+- **equality**,
+- **equity**, and
+- **solidarity**.
+
+The cooperative principles are guidelines by which cooperatives put their
+values into practice:
+
+1. **voluntary and open membership**,
+2. **democratic member control**,
+3. **member economic participation**,
+4. **autonomy and independence**,
+5. **education, training and information**,
+6. **cooperation among cooperatives**, and
+7. **concern for community**.
+
+
+## Open Organization Values
+
+*[from the Open Organization
+Definition](https://opensource.com/open-organization/resources/open-org-definition)*
+
+As an open organization, we value:
+
+- **transparency**,
+- **inclusivity**,
+- **adaptability**,
+- **collaboration**, and
+- **community**.
+
+
+## The Ladder of Love
+
+We value safety, consent, transparency, openness, and love. We see each as
+dependent on the prior value to form a “ladder of love”:
+
+ - **love**—freely serving one another;
+ - **openness**—sharing control with one another;
+ - **transparency**—sharing information with one another;
+ - **consent**—not acting on another without their permission; and
+ - **safety**&mdsah;physical and emotional security.
+
+![ladder-of-love](./ladder-of-love.png)
+
+We see **gratitude** and **generosity**, referenced in our
+[mission](/big-picture/mission), as characteristics of an economy in which we
+are freely serving one another.
+
+
+## Anti-Values
+
+We like to locate our identity in what we're for, not what we're against. That
+said, every thesis entails its antithesis. For us, the opposite of what we're
+about is **combativeness**, **divisiveness**, **intimidation**, **outrage**,
+**insincerity**, and the like. We like working together with other people who
+like working together! :-)