Before I was hired as Head of Brand and Creative at MiiR, I wrote a letter. Not as part of a formal application. I saw a brand with a genuinely compelling story that wasn't being told well, and I couldn't help myself. I'm sharing it here because it shows how I think about a brand opportunity before I'm even in the room. Names and some details have been removed out of respect for the brand and the people involved.
The Opportunity
I've spent some time looking at MiiR and the landscape, and I see a massive opportunity.
The drinkware space is highly competitive, but in my opinion, few brands are killing it with customer engagement and storytelling. Some appear to be, but they are flush with VC money, and the attention is based on trends rather than something meaningful. Liquid Death is doing amazing things with story and a clear vision. But I believe you can be equally effective without that type of budget. What it takes is care, intentionality, and a deep understanding of how to create meaningful work that resonates with your community.
What's missing from many of these brands, and from a lot of internal teams, is true creativity and execution. Most creative agencies are just interested in making cool things and winning awards. It looks sexy on the surface, but it doesn't drive lasting connection with the people who matter. Many internal teams get bogged down with systems and structure that are not conducive to creativity, and they become content with pumping out quantity over substance.
Where MiiR Has an Edge, But Needs Some Focus
MiiR has so much going for it: a beautiful mission, founders who care, and a compelling story. But despite all that, MiiR hasn't found its voice yet, especially when it comes to social media and public-facing story. Right now, it feels like the brand is just showing products with no deeper story. That's not to say MiiR isn't doing amazing things. It's just not being shared in a compelling way. Who are we really talking to? Who is the community we want to serve, and what do we care about? These are the questions that need to be answered in order to make MiiR's voice not just heard, but felt.
The good news is, MiiR has everything it needs to be a standout brand. It just needs to lean into the story it already has, and tell it in a way that feels as special as the actual story is.
What Needs to Be Built
MiiR needs a unique, consistent voice. One that is adventurous, playful, confident, and down to earth. A voice that could sit in the middle of a table at a dinner party and run the show with entertaining stories and a few jokes, while also talking about things that matter without sounding preachy or self-righteous. Having a distinct and relatable voice will make the brand feel like it's coming from a real person, not just a faceless company.
The content needs to be genuine, thoughtful, funny, entertaining, and curious. Real, and confident enough to acknowledge when we don't have all of the answers, but showing up as best we can and learning along the way. Think Burger King making a time lapse video of their burger molding over 30 days to prove it's real and not over-processed like the competition. That took courage and vision, and it worked really well.
Too often brands just say "we did this" or "this happened" but that is not a story. It's a fact. And I don't know many people who sit down with a book, or scroll social media, to catch up on facts.
Some Ideas Worth Exploring
Videos built around the question "What's in your MiiR?" Meet up with unique personalities, have them show us how they make their drink, why they love it, share a funny story. Do it at their house so it feels personal and intimate. Make it casual and human.
Partner with comedians, chefs, artists, and creators, people with passion and stories to share. They don't even have to be famous. In today's market, some of the most effective brand partnerships aren't with celebrities, they're with creators who have built a small, deeply engaged audience around a specific thing they love. That trust is hard to manufacture and incredibly valuable. Just find people who are interesting and engaging, and whose world naturally overlaps with yours. Comedians always have a bottle of water when they're performing. That bottle should be a MiiR.
For brand collabs, dig deeper than just showing the co-branded bottle. What is the partner brand about? Who are the people behind it? What do they make and why are we excited about them? Show genuine curiosity about the partners, not just the product they made together.
Community events designed to create real memories. Show up at the top of a trail with free snacks and a partner brand. Create a passport experience where people collect stamps at MiiR moments and earn something meaningful. Do bar collabs where MiiR drinkware takes over for a night. Make it generous. We are selling a life people want to live, not a bottle.
On the Team
What I'm proposing is different from how most creative teams are built. A small, insanely talented group of people who care deeply and are passionate about the mission. Not boxed in by corporate structures that prioritize playing it safe. Given the clarity and protection to actually do good work.
I have the experience, the connections, the scrappiness, and the fire to help build a brand that connects with people in lasting, meaningful ways through next level storytelling.
Ok, that's a lot. I got excited.
These are brainstorm ideas done with limited inside information. I'm not looking to force giant changes without thoughtfulness. What also excites me is collaborating with a team and creating from a place of understanding and vision, which requires time, planning, and listening. But the possibilities are massive.