THE IDEA BEHIND THE STUDIO
The discipline changes, the thinking doesn't. Photography, motion and identity are simply different expressions of the same idea.
Every project begins by understanding what already gives a brand, place or experience its character. From there, each creative decision has the same purpose: to strengthen what makes it distinctive, rather than compete with it.
six principles that guide every project
-
Every brand, place and experience has qualities that make it distinctive. Rather than reinventing those qualities, the role of creativity is to recognise them and bring them forward.
-
The strongest creative work feels native to the place, brand or experience it represents. When every element belongs, it complements rather than competes.
-
Whether through photography, motion, identity or art direction, the work should never overshadow the experience itself.
Direction exists to reveal character, not replace it.
-
People rarely remember isolated moments. They remember how every interaction, object and detail worked together to shape an experience.
Every touchpoint contributes to the character of the brand, place or experience as a whole.
-
Knowing what not to add is often as important as knowing what to create.
Simplicity leaves room for character to speak. Not every project requires more. Sometimes it requires less.
-
Every touchpoint should feel connected because every creative decision contributes to the same experience.
Creativity works best when it's considered as a whole, rather than as a collection of individual outputs.
About Mispronounced
Throughout my career, I realised I was rarely thinking about photography, motion, design or print as separate disciplines. Instead, I was thinking about how people experienced places, brands and moments, and how every creative decision contributed to that experience.
Whether creating an identity, documenting a story or designing a physical guest touchpoint, the intention remained the same: to strengthen the character of what it represented.
That way of thinking became the foundation of Mispronounced.
Today I lead every project personally, bringing together trusted collaborators whenever additional expertise is needed. Clients always work directly with the person responsible for the creative thinking, while giving the studio the flexibility to scale around each brief.
Reiss McKechnie
Founder & Creative Director