Mimieux likes to look at brandingas an exercise in world-building. 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 and 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.