MISH
Inspired strategy and ground breaking ideas aren't options; you're not picking out a new car. They are the backbone of your success or failure.
Mish
Brave creative for smart businesses — identity, campaign, packaging and web.
“Everything is designed.
Few things are designed well.”
Good company.
- Dewolf Experiences
- Destination SouthEast NB
- Gusto Food Festival
- NS Health Authority
- SaltWire
- Wright Estate Company
- Steele Auto
- BMW Moncton
- BideAwhile Animal Shelter
- NumiGO
- CPA NB
- Mapleton Pharmacy
Every smart company has a vision. It's our job to inspire people to feel it as much as they see it.
Brands don’t need more stuff. They need the right stuff. Maybe that's a new identity, a campaign, packaging or a digital product or presence.
Different problems demand different answers. The only constant is that the work should make an impact and belong unmistakably to you. Here's how.
Kill the noise
Find the one thing that matters and make it impossible to miss. Confusion is expensive.
Make every choice earn its place
Strategy first. Evidence where it counts. Nothing added just because somebody thought it looked cool.
Don’t disappear politely
Safe work blends in. Distinctive work gets noticed, remembered and—if we’ve done our job properly—acted on.
Right choices make an idea bigger. Safe choices make it smaller.
Clarity gives it strength. Courage gives it room. Playing it safe takes both away.
The idea is getting bigger
Clear execution and the courage to stay different amplify the original idea. The right choices give it more impact.
Original potential 83 of 100. Realized effectiveness 86 of 100. 3 points gained. Original reads as Memorable, final reads as Unignorable. The idea is getting bigger. Clear execution and the courage to stay different amplify the original idea. The right choices give it more impact.
How much does the audience genuinely care about the problem being solved?
How meaningful and revealing is the human truth behind the idea?
How unexpected, ownable and unlike the category is the creative answer?
How clearly, consistently and effectively does the idea land?
How willing is the client or team to protect what makes the idea different?
The pressure to make the idea safer, more familiar and more like everything already in the category.
IDEA
IDEA
83
86
+3
Good creative is intuition and skill not a subscription and credits.
Be curious. Ask better questions. Make something useful. Tools help us get there, but the idea still has to earn its place.
A little more on how I think ↗The creative home of Michelle Leard.
Brands, websites, apps, and experiments, built with purpose, personality, and a persistent curiosity about what’s possible.