About
Framework Media, in our own words.
We're Hunter and Natalia Mitchell. We built this company to help health, research, and public-interest organizations communicate complex work with the care it deserves.
Why healthcare
A family experience changed how we thought about video.
A few years ago, Hunter's mother was diagnosed with cancer and treated at the University of Michigan Health system. The clinical care was extraordinary. The communication around it was uneven. Some of the most important information she received was conveyed in a way that left her family unsure what to do, when, or why.
That experience didn't make us critical of clinicians. It made us aware of how much people need outside the exam room or specialist conversation: clear explanations, useful context, and communication that helps patients, participants, families, practitioners, and communities know what to do next.
Framework Media was born to do that work well, for the organizations that take healthcare seriously enough to want it done right.
The team
A husband and wife with a shared playbook.
Hunter Mitchell
Founder, Director of Photography
Hunter built his career filming for PBS, Michigan Medicine, and dozens of independent organizations across Michigan. His work has earned regional Emmy awards. He's HIPAA-credentialed and a verified vendor at Michigan Medicine. Outside of filming, he runs the agency operations.
Natalia Mitchell
Co-Founder, Operations
Natalia ran Framework Media's freelance operations alongside Hunter for years before they took the company full-time. She manages client relationships, project coordination, and the operational details that keep filming schedules on track.
Why communication
Important work should not stop at the specialist circle.
For years we made strong videos for healthcare organizations and sometimes watched them sit unused. The work could be excellent while the audience, distribution plan, or next action remained unclear.
Clear communication is part of the work—not the wrapper around it.
The lesson was not simply to make more content. It was to begin with the people who need the information, the decision or action the communication should support, and the evidence that must remain intact.
That's where we focus: helping health and research teams translate evidence, programs, and technical ideas into communication people can understand and use.
How we work
Four principles that keep us honest.
Evidence before hype.
We protect the limits and uncertainty in source material instead of smoothing them away for a stronger claim.
Review before release.
We identify subject-matter, stakeholder, accessibility, and organizational review points before production gets ahead of consensus.
Clear for a real audience.
We shape language, format, and pacing around what a defined audience needs to understand or do—not a vague idea of the public.
Distribution is part of the work.
We plan where the communication will live and document appropriate reach and engagement without calling those measures outcomes.
Have important work that is difficult to explain?
Tell us who needs to understand it, what they need to know or do, and where the communication is getting stuck.
Talk through the challenge