Creative is not enough. Yes ma’am. Our filthy little secret at Misfit is that Creative is never where we start. If you don’t know who your potential customers are, where they spend their time or how in zeus’s name they find you, it won’t matter that you paid some slick agency a fuckload of money to design you a shiny, new ai-prompted logo. Whether it’s one of our lovely portfolio companies or one of the happy few clients we work with, we always begin with the boring stuff. An in depth discovery, audit and analysis of your current business, followed by multiple strategy sessions until we have a distinct and detailed gameplan of how to breathe  life into your vision.

Messaging is not fucking copy. Messaging is a douchey term concocted by a bunch of overpaid suits two decades ago which is essentially the sum of how you view yourself – your vision, your mission, your swag – and how you express that view to the community you are trying to attract. Are you luxurious? Irreverent? A trusted incumbent? A punchy underdog? What do you stand for? Who do you fight against? Before a solitary pixel is ever dropped on your behalf, your messaging framework serves as your own organisational magna carta for the dent you’re trying to make in this world.

If you’ve ever prompted a brand mark using an ai tool for a company, organisation or project you care about, please leave this site and never fucking come back. Brand is not about a logo. It’s about a feeling that your customer gets when they see you appear in their lives. Yes, from a clinical perspective, the combination of colour palette, brand mark, typeface, photographs, illustrations, etc – is your brand, but really it’s your visual language, your rebel flag, the symbols and secular iconography that represent the mission you’re on. And as you can tell by the very website you are currently perusing, it’s something we take atrociously seriously here at Misfit.

As design and content become more and more commoditised, the non-digital experiences you provide your customers or community will be one of the few areas that will remain completely defensible. But only if you actually give a shit. Whether it’s your annual customer conference, a meet-up at SXSW or the swag you send your super fans during the holidays – every single real life interaction is worth a thousand digital ones. And if you’ve ever attended one of our events or partner events, you know that delighting and enchanting our tribe is woven into the fabric every solitary decision we make when designing experiences for them.