Brand leadership with a creative eye and a long-term view

I’m Michelle Sourisseau, a senior brand leader with more than 20 years of experience helping organizations clarify who they are, what they do, and how they show up in the world.

My work began in design.

Before I was talking about brand systems, positioning, or organizational clarity, I was paying attention to how things looked, felt, and communicated.

I noticed when something was almost right but not quite — when a layout felt unresolved, a message didn’t land, a visual system lacked consistency, or a brand didn’t feel as strong as the organization behind it.

Over time, that design foundation grew into a broader brand practice.

I came to see that visual inconsistency is rarely just a design problem. Often, it points to something deeper: unclear direction, misalignment, or a brand that hasn’t kept pace with who the organization has become.

Today, I help close that gap.

My work sits at the intersection of strategy, identity, messaging, and visual systems — helping teams move from scattered, uncertain, or inconsistent to clear, confident, and aligned.

I bring a brand director’s view, a creative eye, and the practical judgment to help organizations make better brand decisions more consistently.

What I bring

I’m often brought in when an organization has evolved, but the brand no longer reflects the quality, maturity, or value of the work.

That may happen during growth, repositioning, separation, increased visibility, or internal change.

My role is to bring clarity to what the organization has become — and build the direction, language, and visual system needed to express it well.

That can include:

  • Clarifying positioning, messaging, and brand direction

  • Strengthening visual identity and creative expression

  • Building brand systems that hold together across touchpoints

  • Creating standards teams can actually use

  • Guiding websites, materials, environments, and communications with a consistent point of view

  • Helping teams make brand decisions with more confidence and less guesswork

The goal is not simply to make things look better.

It is to help the brand better reflect the organization behind it.

Where I’ve worked

My experience spans real estate, housing, construction, manufacturing, service organizations, senior living, and mission-driven institutions.

Across that work, the pattern is often the same:

The organization has become more mature, capable, or complex than its brand suggests.

My job is to help close that gap.