We are driven by purpose,
oriented toward human beings,
and focused on results.

We use design
to inspire action

Design works effectively because it connects your audience logically and emotionally with your brand. It’s based on understanding your audience’s rational and environmental context and the way they behave within the brand space.

It all starts with
human beings

Thinking like an anthropologist helps us understand and map current forces at play in your market. An anthropological approach reveals deeply-held, contextual human truths. These become the raw material for gaining perspective and making smart, effective decisions.

We create, iterate
and validate for results

In our collaborative process, a consumer-shaped strategy provides the framework for our creativity. We then create prototypes to test our thinking. We continue that process, putting our design through critical feedback cycles, to ensure market success.

— meet the team

Great results come from
the finest ingredients.

Greg Salmela / Partner / Creative Director

Greg believes design is an effective communication tool only when practiced within cultural context. That’s why, beyond being his clients’ trusted resource and someone they’ll tell you is a genuinely nice guy, he focuses on integrating the social sciences with the discipline of design. Over his 25-year career he has won dozens of national and international awards, bringing success to organizations in finance, education, media and the public sector, among others. Somehow remains humble about it.

Jocelyn Brodie / Brand Strategist

Jocelyn is an accomplished brand marketing strategist with healthcare, health, tech, financial services and fintech experience. For over 25 years, armed with razor-sharp thinking and her ubiquitous cup of herbal tea, Jocelyn has created shrewd brand strategies and tactical plans that break down barriers, disrupt markets and address deep audience needs and expectations. Implementing the kind of thinking that would win the hearts and minds of the most intractable contrarians, she develops intelligent marketing and communication programs that influence behavior and generate outcomes.

Tarun Jaiswal / VP Accounts

Tarun is equally at home providing counsel to huge multi-nationals or small boutiques. His eight years’ management consulting experience spans service design, SaaS sales and account management. With the eye of the most extreme stickler for the smallest detail, he draws on his deep expertise in research (including consulting, implementing R&D and corporate engagement initiatives). He proves his value time and again by bringing the many moving parts of even the most complex and layered projects to fruition.

Emily Simmonds / Anthropologist

Emily is our eyes and ears, an anthropologist and market researcher who brings cultural analysis and human insight to the strategic and creative process. She helps both clients and our team find a more nuanced understanding of the markets. She has the rare ability to appreciate complexities that would baffle most theorists and make them comprehensible to a normal human. A PhD candidate in cultural anthropology, Emily is fully-versed in both qualitative and quantitative analysis. Her experience crosses a number of verticals including not-for-profit, education, healthcare and long-term care.

Matt Doyle / Fundraising Strategist

Matt is an expert at balancing people skills with technical and financial knowledge. He interacts with fundraising stakeholders in both forward-facing and back-end roles. With his ever-present trademark smile, he has overseen a range of different fundraising initiatives. He has lent his considerable expertise in project management, client and customer relations to a host of disciplines including: multi-channel marketing, campaign and business strategy, project workflows, budgeting, change management, user experience design, databases, grant writing, and content management strategy.

Sabrina Xiang / Senior Designer

Sabrina Xiang is a senior art director and designer with over 20 years’ experience. She has held senior positions in the international offices of two multinational advertising agencies, Bates Worldwide and TBWA Worldwide. We consider ourselves lucky she has chosen Toronto as a home for her talent. As well as brightening our office with her personality, she has been responsible for art directing and managing projects from inception to final execution for a range of international blue-chip clients including: GM China, Chevrolet, Virgin Atlantic and Roche.

Pat Morden / Senior Writer

A triple-threat, Pat is a writer, editor and communications consultant. Her experience covers a wide range of writing, editing and consulting services, primarily to the university and health care sector. She has worked with major institutions across Canada including: The Ivey Business School, the University of Toronto Faculty of Medicine, London Health Sciences Centre, the South West CCAC, and Women’s College Hospital. She has written multi-syllabic success stories that have been recognized with 35 local, national and international awards.

Greg Salmela / Partner / Creative Director

Greg believes design is an effective communication tool only when practiced within cultural context. That’s why, beyond being his clients’ trusted resource and someone they’ll tell you is a genuinely nice guy, he focuses on integrating the social sciences with the discipline of design. Over his 25-year career he has won dozens of national and international awards, bringing success to organizations in finance, education, media and the public sector, among others. Somehow remains humble about it.

Jocelyn Brodie / Brand Strategist

Jocelyn is an accomplished brand marketing strategist with healthcare, health, tech, financial services and fintech experience. For over 25 years, armed with razor-sharp thinking and her ubiquitous cup of herbal tea, Jocelyn has created shrewd brand strategies and tactical plans that break down barriers, disrupt markets and address deep audience needs and expectations. Implementing the kind of thinking that would win the hearts and minds of the most intractable contrarians, she develops intelligent marketing and communication programs that influence behavior and generate outcomes.

Matt Doyle / Fundraising Strategist

Matt is an expert at balancing people skills with technical and financial knowledge. He interacts with fundraising stakeholders in both forward-facing and back-end roles. With his ever-present trademark smile, he has overseen a range of different fundraising initiatives. He has lent his considerable expertise in project management, client and customer relations to a host of disciplines including: multi-channel marketing, campaign and business strategy, project workflows, budgeting, change management, user experience design, databases, grant writing, and content management strategy.

Emily Simmonds / Anthropologist

Emily is our eyes and ears, an anthropologist and market researcher who brings cultural analysis and human insight to the strategic and creative process. She helps both clients and our team find a more nuanced understanding of the markets. She has the rare ability to appreciate complexities that would baffle most theorists and make them comprehensible to a normal human. A PhD candidate in cultural anthropology, Emily is fully-versed in both qualitative and quantitative analysis. Her experience crosses a number of verticals including not-for-profit, education, healthcare and long-term care.

Tarun Jaiswal / VP Accounts

Tarun is equally at home providing counsel to huge multi-nationals or small boutiques. His eight years’ management consulting experience spans service design, SaaS sales and account management. With the eye of the most extreme stickler for the smallest detail, he draws on his deep expertise in research (including consulting, implementing R&D and corporate engagement initiatives). He proves his value time and again by bringing the many moving parts of even the most complex and layered projects to fruition.

Sabrina Xiang / Senior Designer

Sabrina Xiang is a senior art director and designer with over 20 years’ experience. She has held senior positions in the international offices of two multinational advertising agencies, Bates Worldwide and TBWA Worldwide. We consider ourselves lucky she has chosen Toronto as a home for her talent. As well as brightening our office with her personality, she has been responsible for art directing and managing projects from inception to final execution for a range of international blue-chip clients including: GM China, Chevrolet, Virgin Atlantic and Roche.

Pat Morden / Senior Writer

A triple-threat, Pat is a writer, editor and communications consultant. Her experience covers a wide range of writing, editing and consulting services, primarily to the university and health care sector. She has worked with major institutions across Canada including: The Ivey Business School, the University of Toronto Faculty of Medicine, London Health Sciences Centre, the South West CCAC, and Women’s College Hospital. She has written multi-syllabic success stories that have been recognized with 35 local, national and international awards.

— selected clients

— selected clients