Brand leadership for organizations that take design seriously
Senior creative direction and brand strategy—owning clarity, standards, and execution so teams can move forward with confidence.
When organizations grow, brands often lose focus
As teams expand and decisions move faster, brand expression can fragment across departments, partners, and channels. Design excellence may still exist—but without consistent leadership, interpretation varies, standards erode, and decision-making slows.
Over time, this creates confusion internally and weakens recognition externally. The impact isn’t cosmetic—it affects trust, efficiency, and how clearly your organization is understood.
Strategic, embedded creative leadership.
I’m Michelle Sourisseau—a Senior Creative Director and Brand Strategist with over 20 years of experience leading brand direction inside organizations.
I work as a design authority within teams—setting direction, guiding execution, and maintaining standards as brands evolve. My role is to bring clarity and steadiness to complex environments, ensuring design decisions are intentional, aligned, and repeatable.
I partner closely with leadership, marketing, and delivery teams to protect brand integrity while allowing it to grow.
From direction to execution—without losing coherence
My work spans strategy through implementation, with a focus on continuity over time. This approach supports long-term clarity, not one-off solutions.
Understanding
Business goals, culture, audiences, and existing brand realities
Aligning
Positioning, narrative, and creative standards
Leading
Creative direction across teams, partners, and initiatives
Sustaining
Ongoing brand stewardship, guidance, and refinement
What strong creative leadership makes possible
With senior creative leadership in place:
Brand decisions have clear ownership
Teams operate from shared standards
Design intent carries through strategy, execution, and delivery
Decision-making becomes faster and more confident
The brand supports the work—rather than becoming another variable to manage.
Work built to last
From corporate identities to multi-year brand systems, my work supports organizations whose success is measured over time—not campaigns.
Dynamic Fenestration
Brand repositioning for a complex, design-driven organization
Repositioned a technically sophisticated brand to better reflect its design intent—establishing clarity, credibility, and a system capable of supporting growth without dilution.
Role: Senior Creative Leadership · Brand Strategy · Creative Direction
BlueCity Construction (Century Group)
Independent brand creation and strategic separation
Established a new, independent brand within a larger portfolio—defining positioning, authority, and a scalable system to support long-term differentiation and growth.
Role: Senior Creative Leadership · Brand Strategy · Creative Direction
BOVA Commercial Interiors
Strategic brand elevation and system leadership
Led the elevation of a growing interiors firm—clarifying expertise, aligning teams, and implementing a cohesive brand system across digital, print, and built environments.
Role: Senior Creative Leadership · Brand Strategy · Creative Direction
Elim Village
Brand stewardship for a mission-driven organization
Evolved an established brand through clarified positioning and disciplined systems—supporting consistency, trust, and long-term recognition.
Role: Senior Creative Leadership · Brand Strategy · Creative Direction