He immediately set about re-directing Infor and its efforts, instilling a corporate culture of camaraderie, goodwill, and reward. He also focused Infor on excellent design and product coherence, establishing product usability and highly attractive modern interface as key components in Infor's software lines. To optimize user experience design, Phillips and his team formed Hook & Loop, an internal creative agency of writers, designers, developers, and filmmakers who develop software that is beautiful and user-friendly and has social-media type elements. Infor now maintains a design directive of "work is beautiful", and Hook & Loop is one of the largest digital design agencies in New York City.