Discover Southeastern NB
Campaign & art direction
Clear thinking.Distinctive design.Stronger brands.
Smart strategy and informed design aren't optional if today's businesses want to stay relevant, competitive and moving forward.
Mish
Brave creative for smart businesses — identity, campaign, packaging and web.
“Everything is designed.
Few things are designed well.”
Your business isn’t like everyone else’s. Your work shouldn’t be either.
Brands don’t need more stuff. They need the right thing—whether that’s an identity, a campaign, packaging or a digital product. Different problems demand different answers. The only constant is that the work should make an impact and belong unmistakably to you.
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.
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
11
