When I started Rebrand, I didn’t set out to build just another brand firm. I wanted to create a space where strategy and creativity actually worked together — where design wasn’t just decoration, but a tool for clarity and transformation. Over the years, I’ve realized that most organizations don’t just need a new logo or website — they need a better way to tell their story. That’s what we do at Rebrand. We help companies make their products and services easier to understand, more valuable, and more desirable.
We work across strategy, identity, digital experiences, packaging, video, and branded environments. But really, all of it comes down to one thing — building brands that people feel something for.
My Journey
I’ve been in this industry for over 25 years now — long enough to have seen it change several times over. I’ve worked with large branding firms like Foote, Cone & Belding, Ogilvy, and Banfield & Seguin, and I’ve also worked closely with startups trying to find their footing. Both worlds taught me a lot — structure and chaos, process and intuition — and somewhere between the two is where I like to live.
That mix of strategy, creativity, and technology is what shaped Rebrand. Today, I lead a small but mighty team that thrives on solving complex brand challenges — projects that require both imagination and precision. I’ve been lucky to work with clients like Novartis, Bally Shoes International, the British Tourism Authority, Hamilton International Airport, Johnson & Johnson, CirclePharma, and Godin Guitars. Every one of those projects reminded me why I love this work — because when you get the strategy right and pair it with the right creative energy, you can completely change how people see a brand.
Lessons Learned
If I could give my younger self any advice, it would be this: don’t rush, trust your instincts, and enjoy the process. Creativity doesn’t always show up on command. Some days it’s easy, other days it’s work. The trick is to stay curious and keep moving forward. You don’t always know when an idea will click — but it always does, eventually.
I’ve learned to value persistence as much as inspiration. The best projects, the ones I’m most proud of, came from a mix of grit, collaboration, and a willingness to rethink things until they felt right.
What We Solve
At its core, Rebrand helps clients figure out who they are — or who they’ve become. A lot of the time, a company has evolved but its brand hasn’t caught up. Maybe their values have shifted, their market has changed, or they’re struggling to connect with new audiences. That’s where we come in.
We dig into the strategy, the story, the visuals — everything that defines a brand’s identity. Sometimes it’s a subtle evolution; other times, it’s a complete overhaul. Either way, our job is to make sure the brand feels relevant, authentic, and aligned with where the business is headed.
Why I Started Rebrand
The phrase that inspired Rebrand is simple: creating desire. I wanted to build a branding firm that doesn’t just make brands recognizable, but makes them wanted. I’ve always believed that the best brands don’t just tell you what they do — they make you want to be part of them.
We approach every project with that mindset. Whether it’s a new identity system, a website, or a video campaign, the goal is always the same: to make people feel something real and lasting about the brand.
How We Work
Our process is equal parts research, creativity, and experimentation. We start by understanding the problem — what’s working, what’s not, and where the real opportunity lies. From there, we develop a clear strategy and bring it to life through design and storytelling.
What really sets us apart is how much we care about authenticity. There’s no one-size-fits-all in branding. Every organization has its own DNA, and our job is to uncover it and express it in a way that connects. I’ve always believed that the best brands have courage. They stand for something, they take risks, and they mean what they say. That’s what we build at Rebrand — brands with depth, not just decoration.
Looking Ahead
As I look to the next five years, my focus is on helping brands stay creative, relevant, and human in a world that’s changing faster than ever.
Technology and AI are transforming how we think, work, and communicate — reshaping industries, redefining expectations, and creating entirely new ways for brands to connect. Markets are evolving, competition is intensifying, and audiences are more discerning than they’ve ever been.
That’s a challenge, but also an opportunity. Creativity is what keeps brands alive — it’s what builds trust, engagement, and loyalty.
For me, Rebrand’s next chapter is about doing even more meaningful work. I want us to keep pushing boundaries, collaborating with brave clients, and creating brand stories that genuinely inspire people. Because at the end of the day, brands are really just beacons of trust. And the more choices people have, the more that trust matters.
Challenges Along the Way
Like any creative business, we’ve had our share of challenges. One of the biggest has been helping clients understand that branding isn’t just a logo or tagline — it’s a process of discovery. It takes time to get it right. It means asking hard questions, challenging assumptions, and being open to new directions.
Early on, I had to learn how to guide clients through that process — how to build trust and keep everyone focused on the bigger picture. But those challenges have been some of the most rewarding experiences. They push us to think differently and remind me why I started Rebrand in the first place — to help brands find clarity and confidence in who they are.
Getting Involved
If you’re looking to evolve your brand — whether it’s a small refresh or a complete transformation — I’d love to have a conversation. You can check out our work at rebrand.ca or reach me directly at info@rebrand.ca.
At Rebrand, our mission is simple: to help brands become more meaningful, more memorable, and more desirable. That’s what drives us — and honestly, that’s what keeps me excited to come to work every day.
Follow Best Startup Canada for more inspiring interviews, innovation stories, and business insights shaping the future of Canadian entrepreneurship.
