For years and decades, we all came to work as Interbranders. Now that Interbrand has restructured globally, the same team of brand consultants comes to work fully Operative

No beats were skipped.
No seams appeared.
All of our brand consulting work continues smoothly, business as usual.

This is what happens when people work together as a meticulous, passionate team for such a long time.

We continue to bring the industry’s highest standards of brand knowledge, strategic thinking and creative craft to our relationships and look forward to making remarkable things together with you.

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As Operative Branding Consulting, we go beyond the traditional agency model to deliver on all things brand.


  • Customer Understanding
  • Research & Analytics
  • Brand Performance Measurement
  • Brand Valuation
  • Business Case/ROI


  • Brand Strategy
  • Brand Architecture
  • Experience Principles
  • Naming
  • Corporate Citizenship


  • Experience Design
  • Identity Design
  • Personality Development
  • Voice Development
  • Messaging
  • Content Strategy


  • Go-to-market Strategy
  • Implementation
  • Internal launch campaign planning
  • External launch campaign creative tone
  • Employee Engagement
  • Employer Brand Campaigns
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Everything is connected.
No single decision is isolated.

We consider all brand elements and stakeholders across the entire process to achieve the ideal outcome.

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We don’t work on projects.
We collaborate with partners.

Some of the friends we’ve made along the way:


While at Interbrand, your Operative team worked with:

Adobe Baird BostonU CCC Celestica Cellebrite Delta Fairmont GCP Manitoba Microsoft Myseum PCL RBC Rogers Scotiabank SunLife Xerox


Between our founders and our younger operatives, we are sagey and spicy.

Mark Dwyer

Mark Dwyer

Strategy & Story_ Founder

+1 416 966 0400

Mark draws on his deep experience in advertising, branding and strategic development to help clients achieve the business outcomes they need.

Prior to forming Operative with his partners, Mark was General Manager at Interbrand Canada. As a Creative Director of two national advertising agencies, Mark developed award-winning strategic advertising campaigns for a wide range of national brands.

Client experience includes: CPA Ontario, Hatch, NACO, Future Skills Centre, Canada Tourism, McDonalds, Sun Life, British Airways, Molson, SOTI, Boston University School of Business, KPMG, Plan International Canada, Scotiabank International and Suncor.

Chris Armstrong

Chris Armstrong

Strategic Design_ Founder

+1 416 893 4598

With over 25 years of experience, Chris’ approach to brand design is both creative and analytical. He believes that brand expression must work as a holistic system, where images, words, symbols come together to create a distinct brand persona.

Chris has worked many national and international clients including CPA Ontario, Hatch, NACO, Future Skills Centre, Boston University School of Business, SOTI, Microsoft, RBC, Cellebrite and YMCA Canada.

Chris’ work has been recognized by the Rebrand 100 awards.

Chris is a certified Registered Graphic Designer (RGD).

Toujan B. Atari

Toujan B. Atari

Client Management_ Founder

+1 647 200 1012

Toujan is responsible for client relations, team leadership and program management at Operative.

Her rules of client engagement include approaching projects with creativity, collaboration, flexibility, relationship building and continuity.

With over 19 years of experience in project and client management, her personable approach helps build strong client relationships and keeps teams motivated.

Client experience includes CPA Ontario, Hatch, NACO, Future Skills Centre, Sun Life Financial, Hudbay, Agnico Eagle, Planned Parenthood Toronto, Delta Hotels, UPS Canada, GWL Realty Advisors, and the McEwen Centre for Regenerative Medicine.


Operative facilitates state-wide rebrand of Oklahoma

Oklahoma new brand video

Oklahoma’s new brand unveiled

Big news for Oklahoma and for all of us at Operative. The state recently decided to rebrand in order to create perceptions and attract more business and tourists. We were selected to facilitate and manage the project. It had to be a completely bespoke process because one of their big ideas, even before creative started, was to bring together over 100 of the state’s finest creative, PR, marketing, implementation, AV and web strategy professionals to volunteer their time and talent for this massive undertaking. It was a complex task with a simple goal: the newly-formed OklaX consortium of volunteers would create a new brand, by Oklahomans, for Oklahoma.

With our global brand consulting and project management experience, not to mention our Canadian objectivity, we were brought in to provide the unbiased facilitation needed for collaboration between professionals who regularly compete with each other. We coordinated between Lt. Governor Matt Pinnell, Secretary of Tourism and Branding for Oklahoma, and the OklaX consortium, to develop the bespoke process we needed for success.

Research was conducted to leverage insights about Oklahama, which informed a unique and compelling positioning. The OklaX team was unleashed against the creative brief and they came up with amazing, world-class creative options. It was such a tough choice for them deciding how to move forward, but they did and we couldn’t be more proud of the resulting work – by Oklahomans, for Oklahoma.

With the official launch on February 12, 2020, the new campaign has gone live and the entire state is buzzing. “The OklaX team has staked out an authentic, emotional positioning of Oklahoma as a place where people support and embrace each other … so everyone can thrive,” Lt. Gov. Matt Pinnell said during the launch. “The American Dream still lives in Oklahoma.”

Here are some sample application concepts demonstrating how OklaX intended the state identity to be implemented:

Example of the Oklahoma logo on marketing t-shirts, wall, billboard, and advertisement. Example of the Oklahoma logo on brochure, magazine ads, envelopes, and website. Example of the Oklahoma logo on website, social media, and phone applications. Example of the Oklahoma logo on billboard at a train station, events, brochure, or conference centre.


We should connect hello@ weareoperative.com

New Business

Toujan B. Atari

+1 647 200 1012

Chris Armstrong

+1 416 893 4598

Mark Dwyer

+1 416 966 0400


Interested in becoming an operative? Send us a paragraph from 5 different people describing you. We’ll be in touch.