Why I Left a Global Firm to Build Wide Angle Creative

I’m Heather McKinley, founder of Wide Angle Creative. After more than two decades inside a global firm leading brand strategy and campaigns, I decided it was time for something new. I was tired of doing the same work for the same people in the same way. I wanted to help the ones who needed it most. The ones without big teams or endless meetings but important work to do.

Wide Angle grew out of that moment.

The Vision Behind Wide Angle

I’ve always had the itch to build something of my own, but this time it was about more than independence.

I wanted to create a place where thoughtful people work together, where experience gets put to good use, and where everyone’s invested in the outcome. The name came from how I see the world — breakthrough ideas start with a wider view.  But a wider view means nothing without focus.

That’s why function comes before form. And every creative decision has to earn its place by driving business results.

Breakthrough ideas start with a wider view. But a wider view means nothing without focus.

The Problem We Keep Solving

A pattern quickly became clear.

Most of our clients come to us stretched thin: overloaded in-house marketing teams, startups building their first brand, businesses struggling to keep up with new technology, and organizations racing to launch campaigns on time.

What they all have in common is the need for strategic creative that solves business problems, without the layers, lag time, or learning curve.

How We Work

At Wide Angle, we plug in fast, learn fast, and deliver work that performs.

We believe creativity isn’t magic. It’s a process. Strategy is where we start, and standout work is the outcome. At Wide Angle, we work with how people actually behave, ask the right questions, and build with purpose. Like the arts organization that saw 5x more followers and 4x engagement after we gave them a digital brand that finally matched the creativity of their live shows. [See the full HOPERA case study here.]

We create systems that work, brands people trust and results you can count on.