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Mi Goals


Adam Jelic and Alec Kach are the creatives behind Melbourne based stationery label Mi Goals, which first launched in 2011 with a single product – a distinctive ‘goals’ diary.  Since then, the Mi Goals’ product range has grown, but is consistently driven by the idea of goal-setting and maximising productivity, as is evident in their newest collection – the ‘This is your Year’ range.

9th December, 2014
Lucy Feagins
Tuesday 9th December 2014

‘I’ve been setting goals since I was a teenager’ says Mi Goals founder Adam Jelic. ‘back in 2010 I had the idea of creating a diary which allowed me to write my goals, be inspired and stay organised throughout the year. I told my friend, Alec Kach who is a graphic designer, and together we started designing and coming up with the types of products we wanted to see out there, to inspire others to dream big and achieve their goals.’

Mi Goals’ designer and creative director Alec Kach is a fan of minimal design and clean crisp typography.   Mi Goals’ design aesthetic is all about paring back to fundamentals, removing unnecessary decoration and really creating a strong, graphic range which encourages the end user to simply TAKE ACTION and realise their goals, however big or small!   Quotes including ‘Get Sh*t done!’, ‘This is your year’, and ‘ Prove them wrong’  punctuate the range, emblazoned in gold foil on a collection of beautifully designed paper products, designed and made in Melbourne.

Stylist Marsha Golemac and local photographer Brooke Holm worked together to shoot this striking campaign imagery for Mi Goals 2015 range. ‘The primary objective was to create a concept that showcased the Mi Goals product as an essential component to life, almost like milk and bread in a sense!’ says Marsha. ‘Yes, they are beautifully designed products, but their main purpose is to act as tools for everyday life, whether that be assisting with time management or a dream project’ she explains.

Shop online at or at stockists listed here.

Mi Goals ‘This Is Your Year’ 2015 stationery range, from Melbourne creatives Adam Jelic and Alec Kach.  Styling – Marsha Golemac, photo – Brooke Holm.

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