Brand stewardship for organizations that take brand seriously
Senior brand leadership focused on clarity, consistency, and long-term brand value—owning direction, standards, and decision-making so teams can move forward with confidence.
When organizations grow, brand coherence is at risk
As teams expand and complexity increases, brand expression often fragments across departments, partners, and channels. Design quality may remain high—but without consistent stewardship, interpretation varies, standards erode, and decision-making slows.
Over time, this weakens recognition, trust, and perceived value. The impact isn’t cosmetic—it affects how clearly the organization is understood and how confidently it operates.
Embedded brand leadership, not external direction
I’m Michelle Sourisseau—a senior brand and creative leader with over 20 years of experience stewarding brands inside complex organizations.
I work embedded within teams to define brand direction, establish systems, and safeguard consistency as brands evolve. My role is to bring clarity, judgment, and steadiness—ensuring brand decisions are intentional, aligned, and repeatable over time.
I partner closely with executive leadership, marketing, and cross-functional teams to protect brand integrity while supporting thoughtful growth.
From strategy to stewardship—without losing coherence
My work spans brand strategy through implementation, with an emphasis on continuity and long-term value rather than one-off initiatives.
Understanding
Business goals, culture, audiences, and existing brand realities
Aligning
Positioning, narrative, and brand standards
Guiding
Creative direction across teams, partners, and initiatives
Sustaining
Ongoing brand stewardship, governance, and refinement
This approach supports brands that need consistency at scale—not periodic resets.
What strong brand leadership makes possible
With senior brand leadership in place:
Brand decisions have clear ownership
Teams operate from shared standards
Brand intent carries through people, environments, and communication
Decision-making becomes faster, calmer, and more confident
The brand supports the work—rather than becoming another variable to manage
Work built for longevity
From identity systems to multi-year brand platforms, my work supports organizations where success is measured over time—not by campaigns or launches.
Elim Village
Strategic repositioning & brand system stewardship
Evolved an established, mission-driven organization through clarified positioning and disciplined brand systems—supporting consistency, trust, and long-term recognition across multiple locations.
Role: Senior Brand Leadership · Brand Strategy · Brand Stewardship
BC Rent Bank
Brand evolution for a public-facing service
Led a brand evolution focused on clarity, accessibility, and trust—developing a cohesive system designed to scale across digital and print touchpoints within a distributed network.
Role: Senior Brand Leadership · Brand Strategy · Brand Stewardship
BlueCity Construction (Century Group)
Independent brand creation within a multi-brand portfolio
Established a new, independent brand within a larger organization—defining positioning, authority, and a scalable system to support long-term differentiation and clarity.
Role: Senior Brand Leadership · Brand Strategy · Brand & Creative Direction
Dynamic Fenestration
Brand system design for clarity, precision, and scale
Repositioned a technically sophisticated organization to better reflect its design intent—establishing clarity, credibility, and a disciplined brand system capable of supporting growth without dilution.
Role: Senior Brand Leadership · Brand Strategy · Brand & Creative Direction