Cleo Murnane is an agile, relentless and multi-dimensional force of creativity. At the helm of her own design studio, Project M Plus, which she founded and for which she now serves as the Creative Director, branding multimillion dollar real estate developments is all in a day’s work for Cleo. As a beacon of the laid back and supremely collaborative environment that she fosters, she reaps just as much reward from start-ups as those big-budget projects that offer the sky as her limit. Is it any wonder that Cleo’s clients often turn into dear friends?
Cleo credits her adaptability and assertiveness to the years she spent living with her dad and two older brothers. Seizing on opportunities to join organizations often labeled as “boys’ clubs,” to her, was simply an opportunity to explore the limits of her comfort zone. After graduating with a BA and BFA, she enrolled in Parsons School of Design when the itch to make and create proved too great to ignore. This investment has paid off twofold for Cleo, who now has the mastery to select the best clients as well as the most interesting and creatively-rewarding projects.
Her self-proclaimed small studio is nothing if not agile (they were able to launch a clients’ website in one day!), and is dedicated to quality-driven projects and practicing design as a team effort. Oh, yeah—and did we mention that she’s also mother to a seven- and six-year-old? Cleo’s path proves that a life lived following your passion offers endless possibilities.
Her Starting Point
Why did you decide to continue your education after college and pursue graphic design at the Parsons School of Design?
My mother never went to college and my dad never finished, so although I excelled in the arts in high school, when I went to university I thought I had to study something that would get me a “real job.” I didn’t know you could be an artist and also be successful, and financially stable.
After graduating with a BA and BFA, I immediately left for New York where I went to work at The Guggenheim as an administrator. I thought I was so legit! I also was so bored. I was itching to make and create, so I enrolled at Parsons.
Do you think additional education in graphic design has played an important role in your career?
It definitely gave me the space to experiment and make mistakes. Whether you pursue formal education or take advantage of all the online tutorials and local classes that are both available and affordable, it’s an investment that pays off exponentially. Everything you learn—from hand lettering and screen-printing, to photography or coding—will add another layer to your work. I truly believe only the well-prepared can improvise.
Did you originally anticipate that your career would branch off into lots of creative avenues, like branding, art direction and business development? What are the pros and cons of taking on many creative functions?
I certainly hoped it would be rich and layered. Since the age of nine, I lived with my dad and two older brothers—they really kept me on my toes. I had to learn to keep up, adapt, assert myself, and to do so quickly. I always felt I had a lot to prove. So I love wearing all the hats of the job, and working on projects in every sector. It’s a joy to learn something new every day.
How did you land your job at Saatchi & Saatchi? What skills, qualities or attributes did you bring to the table that you think helped you stand out from the crowd? How did this job and your job at Pentland Brands prepare you for starting and owning your own business?
I was working at The Body Shop when they recruited me. I had experience in art directing automotive and knew that industry, which was pretty rare for a woman so my portfolio stood out. Saatchi & Saatchi was mostly a boy’s club—a place within my comfort zone.
How did you decide to create your own business, M Plus? What or who inspired you to dive in and pursue your dream? What were the first steps you took in establishing your company?
Creating our own company evolved out of a desire to have deeper relationships with projects, each other and the design process.
Her Big Break
You’ve branded several large developments, like The Grove, 8500 Burton Way Columbia Square, The Exchange and recently the Lombardi House. How did you land these clients? Do you have a target client demographic? What differentiates your services from those of other companies?
We have a pretty unique structure that enables us to holistically create both two- and three-dimensional environments. We decided early on that we weren’t in it just for the money. We always try to select the most interesting projects and best clients possible so we focus on quality-driven projects regardless of scale. Sometimes the most creatively rewarding projects are for local businesses and start-ups.
I met a Marketing Director on a little job, and when she got that big job, she called me. You just never know who you’re going to meet. Most of our clients are referrals. Our clients entrust us with some of their most critical and creative business needs. We take that responsibility very seriously.
You must be constantly juggling a long list of clients! What are some of your strategies for keeping each project straight and staying organized? What type of timeline and communication can clients expect from working with M Plus?
Harvest was a game changer for us for staying on budget. We meticulously map out the scope of our projects in phases for the client so they know what to expect. We also use Google Docs to get organized, share information and work collaboratively. We’re a pretty flat organization, so everyone helps out.
Being a small studio means that we can focus on client relationships and project development in a way that a big agency can’t. It allows us to be agile, quick and responsive. We are constantly checking in with each other to work smart during the day so we can go home and have dinner with our families.
Your job requires lots of creativity and an eye for unique aesthetics. What do you do to make sure the creative juices are always flowing? Where do you look for inspiration?
Lately, I’ve been inspired by one of oldest friends Lynsey Addario. We met on the first day of university and were fast friends. Her fearless and relentless pursuit for her art is such an inspiration—so is her book.
I read the New York Times every Sunday, which is part research and part weekly indulgence.
My husband is a huge source of inspiration! We see things very differently, and I find I need that perspective to get me moving forward while still staying grounded.
We hire incredibly creative people whom we adore and respect. I try to take my team out for lunch every week and talk to them as much as I can. We are constantly bouncing ideas around and feeding each other creatively.
Branding can make or break a business. Why is it a worthwhile investment for businesses to work with professionals when building a site or launching a project? How specifically does M Plus help startups?
The strongest brands tell a really compelling story, which takes time, thoughtfulness and strategy. Some people make the mistake of undervaluing the branding process thinking it’s just about a logo, business or calling card. When clients come to us, we have to educate a lot of them about how branding will help them achieve their business goals.
Our studio is based on the belief that design shapes how we experience the world. It’s a very personal process that requires full attention. We listen carefully to our clients’ needs and practice design as a collaboration. We pride ourselves on our high standards. Our job is always to push the project farther than the client dreamed.
Yesterday, we launched a pretty amazing website in just one day! It took our whole team (creative director, logo designer, web designer, copywriter and programmer) and it was crazy, but we got it done and it looks fantastic! This was partly possible because we had a very present, open and trusting client. But the other part of the equation is that we’re a very agile studio. For start-ups whose profits don’t exist yet, this is everything.
Owning your own business means hiring and managing employees as well as setting the tone for office culture. How would you describe the M Plus team and culture? What management skills and practices have you developed since launching M Plus?
Our culture is laid back, egoless and collaborative.
We’re a tight team, which helps us stay connected and anticipate each other’s needs. Juggling as many projects as we do can get hectic, but we trust each other’s skill sets enormously. There are always opportunities to improve how we work together, so I make it a priority to communicate with everyone to make sure we’re all pulling in the same direction. And I really believe in the importance of having a life and making opportunities to rejuvenate. Two of us on the team are moms with young kids, so I’m always sensitive to that live/work balance.
Her Perspective
What would you say has been the most challenging part of being a business owner? What are some of the pros and cons of working independently?
Owning a business is a huge responsibility. It’s like a family—we just can’t walk away when it gets tough. It is constant. It is intense. And at the end of the day, it’s yours and you have to take care of it.
That said, I’m truly blessed with an amazing team. Unlike most agencies, we’re all women on this side of the studio: the lovely Anna Patrikian keeps us organized; designers, Kati Forner and Tsz Chan, are two of the most talented designers I’ve ever worked with; and our crazy-smart copywriter, Sarah Dear, is a true wordsmith. We have fun!
What has been the most rewarding project you’ve worked on since creating Project M Plus?
Most recently, Solstice Canyon. When they came to M Plus, they had an amazingly delicious product, but they didn’t have a name (they did, but it wasn’t doing them justice). They had a tiny budget, and all we said is, “You have to trust us.” And they did. We delivered naming, design identity, branding, packaging, art direction, website customization—the whole package. Three months later, they were in Bon Appétit and Food & Wine. As a bonus, the clients are now dear friends.
For the past couple of years, we’ve been helping Ergobaby and Kilroy Realty Company refresh their branding as well as brand all of their campaigns, product launches and developments. Both are at the forefront of innovation in their sectors: Ergobaby set the international standard for baby wearing and bonding with their soft seat carriers; Kilroy is a $6 billion enterprise and one of the largest commercial real estate developers on the west coast that builds for some of the biggest names in tech, like LinkedIn, Dropbox and Salesforce. In both cases, the process of helping them evolve their branding, messaging and approach to design is a piece of collaborative innovation in itself. Being trusted by businesses that have such a deep history and market impact to move their brands forward is both inspiring and an honor.
Of all your many talents and skills (like web design, art direction and logo design, to name a few!), what is your absolute favorite thing to help a client with? Why?
I’m constantly pushing our clients to think big, both in short and long terms. And we are relentless in our pursuit to bring these big ideas to life. I think this is really unique for such a small studio.
For example, when we met with Lombardi House, they had no event space. They had a stunning historic property and gorgeous grounds, but with four pretty average guest suites and some dilapidated horse stables out back. We saw the potential in its good bones and recommended that they renovate the stables into an airy barn and event space. I introduced them to McShane who drew up the sketches and we signed on to do the branding, art direction, website and marketing. We art directed and styled the photo shoots, brought in our friends at Bash, Please to throw an amazing launch party and truly worked with them from start to finish. It was a successful collaboration.
What are three things that every business should have and are worth the investment?
A few smart people and good manners will get you a long way. Clear and comprehensive contracts also are a must.
What advice would you offer to someone looking to transition from an employee at a company to a full-time creative business owner? What do you wish you’d known before diving in and pursuing your own business?
Two of the most important things I’ve learned as a business owner are that you really have to love who you work with, and to be successful, you must be passionate about what you do. For me, that translates into never settling for second best.
So, be prepared to work harder than you ever imagined. It’s not for the faint of heart.
And finally, what do you wake up looking forward to? What’s next for your career?
I wake up to the kisses and cuddles of my two kids. They make all this worth it. Just like their mom and dad, we already have a talented illustrator (Eme, my 7-year-old daughter) and a budding architect (my 6-year-old son, Lake) on our hands. For now, we’re still one step ahead of them.
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