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 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
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Understanding what makes something distinctive is important before deciding what to add, change or remove.
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Whether photography, motion or identity, when every element belongs, it complements rather than competes.
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The work should never overshadow what it represents. Good direction reveals rather than replaces.
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People rarely remember things in isolation. They remember how the interactions, objects and details came together.
Every touchpoint contributes to the whole experience.
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Knowing what not to add is often as important as knowing what to create.
Not every project requires more. Sometimes it requires less, allowing simplicity to speak for itself.
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Photography, motion and identity may play different roles, but they should contribute to the same visual thinking.
About Mispronounced
I realised I was rarely thinking about photography, motion, design or print as separate disciplines. Instead, I was thinking about how they worked together.
Whether creating an identity, documenting a story or designing a physical guest touchpoint, the approach was never defined by a single discipline.
That way of thinking became the foundation of Mispronounced.
Today I lead every project personally, bringing together trusted collaborators whenever additional expertise is needed. This keeps the creative thinking consistent, while giving the studio the flexibility to scale around each brief.
Reiss McKechnie
Founder & Director