We’re Makers by trade. STRATEGISTS AT HEART. And we NEVER let good ideas die in decks.
The 10%
That Matters
Strategy without execution is wasted money. Execution without strategy is just noise. ACTUALLY GETTING BOTH DONE AT THE SAME TIME? that’s us.
Hi there, We’re Highlanders, a strategy-grounded creative house based in Park City, Utah.
Founded by Michael Mendieta and Ed McCulloch, we built Highlanders on a simple belief: great strategy only matters if it gets made.
The truth is 90% of strategy gets left behind. We focus on the 10% that actually matters and work from there, turning insight into tangible campaigns before the cultural moment passes.
leadership
DEEP BRAND STRATEGY
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Michael has spend 15+ years shaping brand strategy and social strategy for some of the biggest clients in the world. With stints at JKR, Interbrand, Vaynermedia, and Ogilvy, he is the creative visionary behind brands like Google, Gillette, Dove, EA, TD Bank, and many others.
Michael also brings deep social expertise to the table, having founded a cultural comedy page that now boasts nearly 500k followers across platforms. He has used this social expertise to run sucessful, viral campaigns for clients such as Netflix, Valentino, Met Gala, Meta, Hugo Boss, and Universal Music Group.
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production-ready execution
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For 15 years, Ed has led global campaigns for some of the world’s top brands—Google, Kia, Oakley, Ford, Wrangler, Asics, Jeep, and IKEA—bringing big ideas to life across 20+ countries. His experience spans every stage of the creative process, with a focus on turning strategic thinking into powerful, high-impact work.
Known for his ability to simplify the complex and execute with speed and precision, Ed combines deep production expertise with a sharp visual instinct. He builds campaigns that are visually striking and emotionally resonant.
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IMPACT & INFLUENCER
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Sierra brings 15+ years of experience at the intersection of climate action, communications, and culture. A professional skier turned sustainability leader, she founded Time for Better and co-founded Plastic Free Fridays, driving global movements for climate action and mindful consumption.
She works with leading brands like On Running, Breitling, and Nordica, while also partnering with organizations such as NATO, Protect Our Winters, Climate Power, and the Global Fossil Fuel Non-Proliferation Treaty. From the United Nations stage to Fortune 500 collaborations, Sierra blends advocacy and influencer strategy to make sustainability both accessible and aspirational.
At Highlanders, she leads sustainability and influencer communications, inspiring brands to action for a more sustainable future.
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