About Us - Meaningness

Our Story

Meaningness was founded in 2012 by Sarah Mitchell, a brand strategist with a background in cultural anthropology and business psychology. After years of working with major agencies, Sarah recognized a critical gap in the branding landscape: while many firms excelled at visual identity and marketing tactics, few addressed the deeper questions of meaning and purpose that drive truly exceptional brands.

The company began as a one-woman consultancy operating from a small studio in Dunedin's arts quarter. Sarah's unique approach, combining strategic rigor with philosophical depth, quickly resonated with forward-thinking founders and creative directors seeking more than surface-level brand work.

Within three years, Meaningness had grown to a team of five specialists, each bringing complementary expertise in leadership development, storytelling, cultural analysis, and strategic positioning. The company's signature "Brand Meaning Canvas" methodology was developed during this period, creating a structured approach to the often nebulous process of defining a brand's core purpose.

Today, Meaningness works with clients across New Zealand, Australia, and increasingly, global markets. Our team has expanded thoughtfully, maintaining our commitment to depth and meaning while broadening our capabilities. What hasn't changed is our fundamental belief: that the most powerful brands are built on authentic meaning, clearly articulated and consistently expressed.

Our Mission & Values

Mission

To help organizations discover, articulate, and embody their most meaningful purpose, creating brands that contribute authentic value to the world while achieving sustainable success.

Core Values

Depth Over Speed - We prioritize thorough exploration over quick fixes, believing that lasting brand value emerges from patient inquiry.
Authentic Expression - We help brands find their true voice rather than imposing external expectations or trends.
Conscious Impact - We believe brands should consider their influence on culture, community, and environment in all strategic decisions.
Creative Rigor - We balance analytical thinking with creative exploration, recognizing that meaningful brands require both.
Continuous Learning - We remain perpetual students of business, culture, and human psychology, constantly evolving our approaches.

Meet Our Team

Sarah Mitchell

Founder & Brand Strategist

With a background in cultural anthropology and business psychology, Sarah brings a unique perspective to brand development. She has worked with over 100 organizations across three continents, helping them discover and articulate their authentic purpose. Sarah regularly speaks at international conferences on meaningful brand building.

David Thompson

Leadership Development Director

David's background in organizational psychology and executive coaching makes him invaluable in aligning leadership teams around core brand values. Before joining Meaningness, he worked with Fortune 500 companies and startups alike, helping founders and executives embody their brand's meaning in authentic ways.

Olivia Patel

Creative Director

Olivia translates brand meaning into compelling visual and narrative expressions. With a background in design and storytelling, she ensures that every brand story is both strategic and emotionally resonant. Her work has been recognized by numerous design awards, and she brings experience from both agency and in-house creative leadership roles.

Our Achievements & Approach

Over the years, Meaningness has established itself as a leader in meaningful brand development. Our unique methodology has created measurable impact for our clients while earning recognition within the industry.

Industry Recognition

Brand Strategy Innovation Award (2022)
Best Strategic Consultancy - NZ Design Awards (2021)
Brand Impact Award for Cultural Sector Work (2020)
Transformative Business Consultancy - Asia Pacific (2019)

Client Impact

Average 32% increase in brand value for clients
87% of clients report improved stakeholder alignment
93% client retention rate over 5+ years
Successful repositioning of 15+ established brands

Our Methodology

Proprietary Brand Meaning Canvas
Structured Leadership Alignment Process
Cultural Context Analysis Framework
Narrative Architecture System
Implementation & Expression Toolkits

Client Testimonials

"Working with Meaningness transformed not just our brand but our entire organization. Sarah and her team helped us articulate a purpose that resonated deeply with both our team and our customers. Three years later, this foundation continues to guide every decision we make."

Eleanor Jenkins

CEO, Sustainable Futures

"As a design studio, we thought we had our brand figured out. The Meaningness team showed us how much deeper we could go. Their Brand Meaning Canvas process uncovered insights about our purpose that have completely transformed how we position ourselves and the clients we attract."

Marcus Chen

Founder, Innovate Design Studio

"Our cultural institution faced the challenge of honoring our heritage while becoming relevant to new audiences. The Meaningness team navigated this delicate balance with remarkable sensitivity and strategic insight. Their work has helped us increase visitor engagement across all age groups while remaining true to our core mission."