Mimieux likes to look at branding as a world-building exercise. If your brand had a party, who would be there? What would the venue be and how would you decorate it? What would the invitations look like? This organic approach doesn't limit itself to industry trends & instead welcomes the opportunity to gather inspiration from the world around us. When allowing these intricacies to inform the look and feel of your brand, you get an in-depth identity that encourages growth and taps into a specific feeling your customers know & love.