Aegis is a strategy & design agency. We unlock business value by connecting brands to people.

Design that’s

Design is inherently about problem-solving. And one thing we know is that branding and marketing problems have a significant human dimension.

This is why we integrate the social and behavioural sciences into our process. Great design that impacts people and creates exceptional customer experiences is dependent on understanding the relevant human context.

Being accountable
requires a grasp
of the factors.

It’s difficult to build a strong brand without factoring in people. Brands are about people. The better you understand your brand audience, the better you can build a strategy to connect with them.

Our clients do not like to throw around money on guesses and assumptions, so we do our due-diligence. We research, ideate, prototype, test and measure. Accountability requires that we aren’t working blind, that we understand how our work impacts on the audience and market level.


We are a human-centred, interdisciplinary design agency.

Generally, design is defined by practices such as graphic design, interactive design and product design. Or it is defined by the specific problems it is used to solve—for example, logos, websites, software applications, books, exhibits or products.

The challenge is, when design happens in a silo it can’t consider the big picture. To illustrate—a website design is not an end in itself, it is a customer experience integrated into a larger ecosystem. We also need to understand the customer journey that leads to and from a website to properly design it as an integrated service and experience.

Aegis uses a human-centred design approach. The outcome is a better fit with your customer. Our process brings a deeper understanding of the customer journey, needs and context to the process of problem-solving in order to effectively situate your brand and service in the customer’s world.


  • 3M
  • Camp Kandalore
  • Council of Ontario Universities
  • Fidelity Investments
  • Goethe-Institut
  • Greater Toronto Airports Authority
  • Heart and Stroke Foundation
  • Lakeridge Health
  • London Health Sciences Foundation
  • Ivey Business School
  • Radiant Care
  • Rouge Valley Health System Foundation
  • Royal Bank Financial Group
  • Ryerson University
  • Schulich School of Medicine & Dentistry
  • Scotia Bank of Canada
  • Sifton Properties
  • TD Bank Financial Group
  • The York School
  • The Woodbridge Company
  • Thrive Group
  • Thomson Reuters
  • Trilon Financial
  • Trojan Industries
  • Western University
  • Women’s College Hospital and Foundation

Greg Salmela—
Design Strategist

Aegis principal Greg Salmela believes that design needs to be practiced with an understanding of cultural context if it is to be an effective tool for communication. Over the last ten years, the discipline of design at Aegis has become more integrated with the social sciences, particularly cultural anthropology.

Aegis represents Greg’s desire to bring design into a more critical arena, helping clients achieve greater clarity in how they communicate and connect to their audiences. His 25-year career includes close to 50 awards, winning recognition for work with an impressive list of organizations including Richard Ivey School of Business, The University of Western Ontario, Ryerson University, 3M Corporation, Fidelity Investments, Thomson Reuters and Toronto-Dominion Bank.

Jocelyn Brodie, MBA—
Brand Strategist

Jocelyn is an accomplished brand marketing strategist with hospital, foundation, and broader healthcare experience.

For over 25 years, Jocelyn has created shrewd brand marketing strategies and tactical plans that pierce barriers, disrupt the market, and address audience deep needs, priorities, and expectations.

Jocelyn develops strategic plans for Aegis clients that are backed by market intelligence, accumulated expertise, and valuable experience. Additionally, she develops intelligent marketing and communication programs that influence perceptions, drive behaviors, and generate outcomes. Her track record extends beyond healthcare into residential services, financial services, knowledge-based industries and media.

Tarun Jasiwal, MBA—
Business Strategist,
Service Design Strategist

Tarun is a management consultant with more than eight years experience across service design, SaaS sales and account management. He brings expertise in research, consulting and implementation of R&D, corporate engagement platforms, and the design of online delivery platforms and creative campaigns.

Emily Simmonds—

Emily is our eyes and ears, a senior anthropologist and market researcher who brings cultural analysis and human insight to the strategic and creative process. Additionally, she helps clients gain a more nuanced understanding of their markets.

Academically, a PHD-candidate in cultural anthropology, Emily is well-versed in both qualitative and quantitative analysis, with experience across a number of markets including not-for-profit, education, healthcare and long-term care.

Sabrina Xiang—
Senior Designer

Aegis principal Sabrina Xiang is a senior art director and designer having 20+ years’ experience. She has held senior positions in the international offices of two multinational advertising agencies, Bates Worldwide and TBWA Worldwide. Sabrina has had responsibility 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, as well as local clients Elte, Greater Toronto Airports Authority, Direct Energy, Eon and St. Michael’s Hospital.

Pat Morden—
Senior Writer

Pat is a writer, editor and communications consultant. She holds a BA and MA in history, and is an Accredited Business Communicator with the International Association of Business Communicators. Starting her writing career as a magazine freelancer, she spent three years as editor of the Western Alumni Gazette and manager of Western alumni communications. Pat provides 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. Pat has won more than 35 local, national and international awards.