Proper People

We are a founder-led consultancy, led by Peno Mishoyan and Marianna Vardanyan.

At the structural core of our practice are our people. We respond to complex client needs not with isolated tactics, but with culturally literate design systems and strategic communications that drive tangible outcomes. Our team operates from a distinctly cosmopolitan foundation, bringing a transnational perspective shaped by living, working, and engaging across diverse global environments.

We are deeply committed to rigorous, scalable strategy. This requires grounding our work in a profound intellectual comprehension of our clients’ long-term aspirations, executing with calculated precision, and relying on proven strategic insight. We approach our disciplines not as a transactional list of deliverables, but as interconnected components of a comprehensive narrative and structural framework.

Our Services

  • We offer brand strategy workshops and strategy development sessions that help you understand what your company is about, what it needs, and what it's trying to build. We focus the intentional messaging on the brand system and work on building a strategy that would serve your brand for years to come.

    We then formulate brands that offer a benefit to society, culture, and our economy. We believe that brands are meant to communicate a story and message to its audience. Great brands are built by understanding the needs of a client and more importantly, the community the product/service is built for. We develop concepts that form into impactful systems.

  • Visual identity comes into play when there is already an existing brand identity. Whether it's for an annual report, a set of billboards, or merch - we design a visual system based on the brand for a unique experience.

  • We create visual systems that communicate messages to an audience by using creative solutions and design thinking.

  • We formulate brands that offer a benefit to society, culture, and our economy. We believe that brands are meant to communicate a story and message to its audience. Great brands are built by understanding the needs of a client and more importantly, the community the product/service is built for. We develop concepts that form into impactful systems.

  • The web experience can be an extension of a brand. We can help you launch your business or update your look in the digital sphere using web design. We take the time to understand everything the needs of the client and their users to create a digital experience.

  • Infographics and illustration are used as detailed elements in a bigger design. Sometimes the 2 work together.

    We create infographics for several occasions, whether for options in a report, a printed visual, or a digital experience. Information design is a way that helps communicate complicated and heavy information into a visual language for the user or reader to understand.

    Illustration is used as a creative solution for many scenarios. Whether it's to give a human touch to a serious topic or add some funk to a design. Our team has some talented illustrators who help us with compositions and practice design techniques.

  • Graphic Recording is a form of visual note-taking, a technique we use to help visualize an idea from voice to paper. Drawing symbols, doodles, titles, and diagrams can help us reach a goal during a meeting.

  • To create effective marketing communications it's necessary to start with a strategy — analyzing the objectives, market, customers, and brand position before deciding on the best blend of tactics to achieve the goals.

  • In today's digital age, there are many ways to reach customers on social media. Our services include social media strategy, community management, paid socials, PPC audit, social media monitoring, influencer marketing, and social media reporting.

  • Engage your target audiences with high-quality content that is also optimized for search engines. From conversion copywriting to white papers, from websites to Instagram grids, our team strategically develops and effectively delivers your content to ensure that it drives results.

  • Boost your brand awareness with services that include PR, media relations, press releases, and reputation management.

Our Values

  • Long-Term Commitment

    We understand that enduring relationships are constructed upon foundational trust, transparency, and collaborative dedication. Our core focus is an unwavering commitment to cultivating long-term partnerships that scale alongside our clients' visions.

  • Kaizen

    We consistently refine our strategic frameworks, skills, and processes to adapt to evolving cultural landscapes and architect better solutions for our partners.

  • Social Impact and Sustainability

    We believe that values-driven collaboration is the bedrock of societal progress. By aligning strategic rigor with meaningful intent, we engineer communication vehicles and design systems that foster cultural innovation, economic growth, and structurally sound futures.