MIRADSELECTED WORK / THE THINKING & THE MAKING
The question behind the brief. The thinking that shaped the work. Selected projects connecting strategy, narrative and creative delivery.
PROJECTS & EXPERIENCE
6 projects & experiences
Client work
Education & institutions
Make expertise matter to the people it is for.
Message framing, interviews and creative delivery across Executive Education, faculty and institutional campaigns.
4 years / hundreds of assignments
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Client work
Founders & fundraising
A second attempt needed a stronger reason to believe.
Creative strategy, founder narrative, script and film for a crowdfunding relaunch.
205% funded / wider campaign result
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Prior in-house experience
International brand & social
One brand. Four markets. A human story in each.
Built an in-house content function connecting audience insight, paid and organic social, campaigns and partnerships.
UK / US / Australia / Germany
Read the storyClient work
Founder & brand development
Give the founder’s conviction a brand people can recognise.
Purpose, positioning and brand expression, developed directly with the founder.
25-page brand manual
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Own venture / in development
Venture & experience strategy
Build the room. And the world around it.
Connecting purpose, audience, experience and identity in Mihaela’s own developing venture.
Pilot held / venture in development
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Selected project experience
Sustainability & design
Find the human story inside the sustainability conversation.
Interviews and social videos exploring sustainability through design, craft and the people behind it.
International delivery / on location
Read the storyTECHNOLOGY / SELF-INITIATED ANALYSIS
A preliminary strategic reading of april’s public messaging: how might a technical capability become a clearer reason for a platform, and its customers, to care?
Uncommissioned. No affiliation or measured client outcomes. The proposed direction is a hypothesis to test.
Explore the studyBRING US THE REAL QUESTION
A new direction, a difficult explanation, a story that no longer fits. Tell us where the work is getting stuck.