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.

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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.

Alex Dawson / Brand Culture Strategist / Anthropologist

Alex likes to people-watch. A design researcher and anthropologist, he’s fascinated by the way people live, work, disagree, and play together: it’s how he learns the meanings and systems that shape people’s actions and experiences. Equipped with a Master of Arts in Sociocultural Anthropology, Alex has firsthand experience leading research projects, from documentary films to evocative written and oral narratives. As the eyes and ears of Aegis, he’s always learning new skills and techniques to contribute compelling research insights to any design problem.

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.

Paul_kurskii

Paul Kurskii / Full Stack Developer

Paul has a beautiful mind. Given his experience as a full stack engineer specializing in complex and complicated websites and his abstruse expertise in software development, plumbing its depths can be dizzying. He uses it to determine the best-fit stacks to develop seamless, elegant solutions based on leading-edge technologies. He’s been a front and back-end developer and acquired a Master’s degree in Computer Science. Not to mention finish three marathons over the past four years.

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.

Alex Dawson / Brand Culture Strategist / Anthropologist

Alex likes to people-watch. A design researcher and anthropologist, he’s fascinated by the way people live, work, disagree, and play together: it’s how he learns the meanings and systems that shape people’s actions and experiences. Equipped with a Master of Arts in Sociocultural Anthropology, Alex has firsthand experience leading research projects, from documentary films to evocative written and oral narratives. As the eyes and ears of Aegis, he’s always learning new skills and techniques to contribute compelling research insights to any design problem.

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.

Paul_kurskii

Paul Kurskii / Full Stack Developer

Paul has a beautiful mind. Given his experience as a full stack engineer specializing in complex and complicated websites and his abstruse expertise in software development, plumbing its depths can be dizzying. He uses it to determine the best-fit stacks to develop seamless, elegant solutions based on leading-edge technologies. He’s been a front and back-end developer and acquired a Master’s degree in Computer Science. Not to mention finish three marathons over the past four years.

— selected clients

— selected clients