Discover Southeastern NB
Campaign & art direction
Effective designfor bravebusinesses
Smart strategy and informed design aren't optional if today's businesses want to stay relevant, competitive and moving forward.
mish loves monsters
Brave creative for smart businesses — identity, campaign, packaging and web.
“Everything is designed.
Few things are designed well.”
When you build for a lot of businesses, you need a flexible toolkit
The work spans surfaces, mediums and functions — identity systems, campaigns, packaging and digital products. All of it has to deliver impact, and all of it has to feel unmistakably like the business it belongs to.
Radical clarity
Strip away the noise until the one true message is left standing. Clarity converts.
Informed design
Every aesthetic decision is backed by strategy, category insight and evidence.
Brave expression
Differentiation isn't decoration. It's the reason a brand gets remembered at all.
Big ideas rarely disappear all at once. They are reduced one reasonable decision at a time.
A strategic demonstration, not a measurement. Move the controls and watch how much of the original idea survives strategy, craft, courage and the pull toward the familiar.
Moderate compromise
The central idea is still visible, but some of its sharpest edges have been removed.
Original potential 83 of 100. Realized effectiveness 72 of 100. 11 points lost, 13 percent of the idea’s potential. Original reads as Memorable, final reads as Memorable. Moderate compromise. The central idea is still visible, but some of its sharpest edges have been removed.
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
72
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