operative

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us

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.

Face of building displaying interesing scale surface.

what

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

Insight

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

Strategy

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

Experience

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

Activation

  • Go-to-market Strategy
  • Implementation
  • Internal launch campaign planning
  • External launch campaign creative tone
  • Employee Engagement
  • Employer Brand Campaigns
Corner of Yonge & Queen St in a foggy night downtown Toronto.

how

Everything is connected.
No single decision is isolated.

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

Ceiling displaying interesing trianqular volumes.

with

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

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

Hatch CPA NACO FutureSkills
CPPI OK PHI Syntegrity

We are also working on other exciting engagements with other clients, including a global networking organization. Stay tuned.

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

who

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

Mark Dwyer

Mark Dwyer

Strategy & Story_ Founder

mark.dwyer@weareoperative.com
+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

chris.armstrong@weareoperative.com
+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

toujan.atari@weareoperative.com
+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.

news

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.

hello

We should connect hello@ weareoperative.com

Office & Directions

47 Colborne Street, Suite 303
Toronto, Ontario M5E 1P8

See map

New Business

Toujan B. Atari

toujan.atari@weareoperative.com
+1 647 200 1012

Chris Armstrong

chris.armstrong@weareoperative.com
+1 416 893 4598

Mark Dwyer

mark.dwyer@weareoperative.com
+1 416 966 0400

Careers

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

work@weareoperative.com