Since it found its start on the shelves of Paris’ Colette, Mismo has become something of a cult favorite. Wearing its pieces, you feel like you’ve entered a secret club of sorts, and an instant camaraderie is established with anyone else that you spot in its signature styles.
When I started at Mismo, I wanted to extend an open invitation to this club. The challenge was to remain exclusive, while also throwing the doors wide open and growing sales.
Founded by two Danes with impeccable taste—who have built up a creative circle that spans Europe and then some—I wanted to take the website, email campaigns, and social media to a place where customers felt welcomed into the founders’ personal creative universe.
This started with a new website. Working with the founders and a small design agency, we built something refined, yet warm, where everyone could see themselves. I then started building out content that highlighted the community they’ve created, from designers and watch collectors to stylish proprietors of prized menswear stores. This translated into a new newsletter style and social media content that showcased the community of Mismo shoppers out and about with their bags.
You can find a selection of my writing below. If you’d like to hear more about the content and brand strategy that I created for Mismo, let’s talk.
I worked with Mismo's Creative Director to conceptualize and style this shoot. Part of Mismo's brand strategy is to situate the company within the Danish design tradition, despite its tender age. Fredericia, which holds the keys to many of the mid-century modern Danish masters, such as Børge Mogensen, acted as a natural extension of this strategy, and I wanted to ensure I captured this in the article I wrote.
Read the storyI wanted to infuse as much story into this product description as possible, while keeping it short and informative. The reader is instantly drawn into the world of Copenhagen menswear, imagining themselves—cycling to work perhaps—with the bag strapped across their body, rain pouring down; yet not a worry on their mind about its contents!
This article focuses on bringing readers along on a journey to a remote Swiss retreat in the Valser Mountains, a hidden gem in Copenhagen, and the wilds of Scotland. My aim was to incorporate three destinations that were connected to Mismo in unique ways, ensconcing readers in the warm glow of Mismo’s creative universe.
Read the storyBesides his enviable collection of timepieces, watch expert Kristian Haagen also possesses a well-worn collection of Mismo bags that have followed him on his adventures around the world. I wanted to spotlight him here and in the Mismo newsletter and social media, as he has a wonderful story to tell, and he’s both aspirational and very real. A little bit of a modern-day explorer, if you will.
Read the interview
Mismo has such interesting fabrics that countless articles could be devoted to exploring their history and development. In this brief article, I introduce shoppers to a new version of the brand’s army canvas, setting the stage for romance and adventure.
Read the storyWith this lookbook copy, I wanted to invite shoppers into the special world that Mismo inhabits in Copenhagen, giving them a little bit of a behind-the-scenes look and piquing their curiosity for the new collection.
